By building core audience personas and potential target markets we were able to identify where our biggest opportunity lay. The resulting series of campaigns primarily focused on parents, encouraging family days out by bus to explore the local region. The campaigns saw a blend of outdoor media, social, radio and ‘owned’ media, as well as a launch event and F2F leafletting. The results? The summer 2019 saw digital sales increase by around 25% during the campaign period, and group ticket sales increase by 21%, with significant increases in other ticket sales too.