Dreamland Margate, one of the UK’s most oldest amusement parks has appointed Kallaway to run a major brand and audience growth campaign to mark its 100-year anniversary. The appointment was made following a five-way competitive tender.
Dreamland’s classical fair-ground attractions (including the UK’s oldest wooden roller coaster, the Scenic Railway) and its century’s experience of perfecting fun for all the family has been winning a new generation of fans following its reopening in 2015. Dreamland is also building on its music heritage; following in the footsteps of the Rolling Stones and The Who are major brands such as Gorillaz helping firmly re-establish in the site as a quality performance venue. Over 700,000 people visited the attraction in 2019.
Dreamland’s continued growth will also support the regeneration of Margate and the town’s burgeoning entertainment and cultural scene.
Kallaway’s campaign will help Dreamland build on its success to date and also directly support Margate’s growth. A high-profile series of event including gigs from international bands and other activations will be announced as part of the year ahead.
Eddie Kemsley, CEO of Dreamland said, “Dreamland is one of the most important and cherished attractions in the UK. It is more than just an amusement park; it is part of Margate and has helped shape the town’s fortunes over 100 years. Our centenary year gives us the opportunity to further amplify our incredible events and music programme and help bring new people to Margate.
“Kallaway won the brief because their strategy was absolutely on point. No other agency demonstrated a better understanding of Dreamland’s audiences and how to motivate them into action for the whole district’s benefit.”
William Kallaway, Managing Director, Kallaway PR said, “Dreamland is a remarkable entertainment brand that has influenced and reflected our love affair with the seaside for generations. We are very excited about helping Dreamland continue its growth by maximising the potential the 100th birthday year holds to win new fans and excite people to visit the attraction and Margate.”
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