Submitted by Goho PR, Marketing & Events

Reindeer Lodge: PR and Influencer Media Day for the 2024 Christmas Season

Goho PR, Marketing & Events ran press outreach and an influencer media day for Reindeer Lodge, securing 20 placements against a KPI of 6 across a four-month campaign.

In total, our campaign generated estimated views of 849k and 4.77k engagements.engagements
Although we set a KPI of 6 placements throughout the 4-month campaign, we secured a total of 20 placements at various reputable media outlets!media placements secured
During the media day, a total of 18 influencer families were in attendance, and we secured 36 pieces of social media coverage, a radio mention, and several Google Reviews.pieces of social media coverage

Case in 60 seconds

Reindeer Lodge sells out its tickets every year, so the 2024 brief was not about demand but about standing apart from competing Christmas attractions and reinforcing a fun, festive appeal across a season running only from 22 November to 24 December.

The campaign appears to turn on the fact that families choose a single Christmas outing from a crowded field of seasonal experiences, so the decision is made through other parents and family-focused media rather than through the venue's own channels.

Goho treated coverage volume as the objective in itself, building a campaign that put Reindeer Lodge into the family Christmas listings and roundups where the season is planned rather than into standalone brand advertising.

Goho wrote and distributed an initial press release to targeted journalists across lifestyle, regional and family-oriented outlets, monitored journalist requests for responsive opportunities, and on 29 November hosted an influencer and media day at the venue, curating attendees for social media impact and family-friendly content while managing their posting and running the event on the night.

Goho reports securing a total of 20 placements against a KPI of 6 placements throughout the 4-month campaign, with 18 influencer families in attendance, 36 pieces of social media coverage, a radio mention, several Google Reviews, estimated views of 849k and 4.77k engagements.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Families and couples looking for an affordable festive day out, reached through prominent lifestyle outlets, regional publications and family-oriented media.
The UK Christmas season concentrates family outings into roughly five weeks, and the page's own coverage list is dominated by seasonal roundups, which suggests attractions compete inside shared listings rather than for separate attention.
Seasonal Christmas experiences are close substitutes on features such as grottos, trails and reindeer, so Reindeer Lodge asked for differentiation from competitors rather than for awareness it already had.
Goho positioned Reindeer Lodge as the family-friendly and affordable option in the festive category, briefing outreach and influencer selection around family content rather than around general lifestyle reach.
Based on the available evidence, the campaign treats third-party endorsement as the deciding factor, since journalist listings, influencer posts and Google Reviews all reach a parent while the outing is still being chosen.

Creative & Execution System

Partners

  • Goho PR, Marketing & Events (lead_agency)

Results & Evidence

MetricValueResult type
engagementsIn total, our campaign generated estimated views of 849k and 4.77k engagements.video_views
media placements securedAlthough we set a KPI of 6 placements throughout the 4-month campaign, we secured a total of 20 placements at various reputable media outlets!performance
pieces of social media coverageDuring the media day, a total of 18 influencer families were in attendance, and we secured 36 pieces of social media coverage, a radio mention, and several Google Reviews.content_pieces

Why Goho PR, Marketing & Events's strategy worked

  1. 1

    A sold-out attraction can still justify press investment, because the goal shifts from filling capacity to fixing the brand's position against competitors, which is measured in coverage rather than in tickets.

  2. 2

    Pairing proactive release distribution with monitoring of journalist requests appears to widen the outlet mix, since the 19 links listed span national aggregators, regional titles and niche family blogs that a single release would not reach alone.

  3. 3

    Inviting influencer families to a single dated event concentrates content around one night, and Goho's reported management of attendee communications suggests the posting volume of 36 pieces depended on that coordination rather than on attendance alone.

  4. 4

    Setting a KPI of 6 placements against a delivered 20 suggests targets on seasonal attractions are set conservatively, which makes the overdelivery easy to report but harder to read as a measure of planning accuracy.

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