Pennywell Farm wins prestigious Admedia award for highly targeted campaign – Devon Tourist Attraction
South-Devon’s award winning family attraction, Pennywell Farm Devon Tourist Attraction, have been voted the winners at Admedia’s Local Campaign Awards for the month of March.
Leading Out of Home Media Owner, Admedia, run the monthly Local Campaign Award to credit advertisers on exceptional media planning and campaign execution. Five finalist campaigns are chosen for each month, before votes are cast by the public to determine the winner. All monthly winners are then in the running for Admedia’s annual Local Campaign Award in December.
The recent win is in recognition of Pennywell Farm’s directional Easter campaign, which took advantage of Admedia’s Motorway Service Area 6 sheet and A3 Washroom Panels, to reach the key audience of families travelling through the Devon area. Multiple touchpoints meant families were exposed to the advert during their drive in and out of the service area, as well as when they stopped to use the washrooms.
The campaign’s main aim is to build brand awareness and encourage families to visit the attraction through geo-targeting advertising. Pennywell Farm tactically positioned their campaign at Exeter Services, a Motorway Service Area that is located just 30 minutes’ drive from the farm. With the high number of leisure & tourism attractions in Devon, the campaign’s competitive edge has led it to become a must-see attraction within the region.
Chris Templeman, Head of Local Sales, has commented on the win:
The leisure and tourism sector is highly competitive, where attractions fight to obtain visitor numbers and the tourism revenue. Pennywell Farm’s campaign really stood out, both for its fun mini pig racing creative and also highlighting the farm as a great day out in Devon. The key location targeting at the high footfall Motorway Service Area of Exeter, was a perfect fit for reaching the families they were coveting.
Pennywell Farm’s owner and Managing Director Chris Murray says:
“It’s always great to win an award but this campaign has been a winner all round. This is the sweetest Easter we’ve ever had. Good Friday was a real cracker with visitor numbers up 46% on 2015”.
