Banana Kick, alongside LeedsBID have designed, planned and delivered the event of the summer.
The idea followed the success of the T-Rex activity we undertook for Trinity Leeds in 2018. We truly believed that the concept could be even bigger and deliver even more success. So we set about making it happen.
Working with LeedsBID and Trinity, other retail destinations were approached to participate. Kirkgate Market, Victoria Gate and the Merrion Centre joined to create a bigger and better event. The partnership then worked hard to bring the initial concept to life and make it happen across Leeds.
A monster undertaking
The event is a monster by any possible measure with 5 life-size dinosaurs in 5 of the city’s key retail destinations. It promised to engage with 1000s of visitors in the city centre.
Banana Kick have developed the activity from start to finish. Developing the concept. Commissioning the dinosaurs and overseeing their production. Managing the delivery and installation as well as dressing (no mean feat when the T-Rex alone is over 18 metres long).
A fully intergrated campaign
A big event needs a big campaign to drive interest and visitor numbers, so we delivered that as well.
Working with our PR partner Graham Poucher, we developed a PR strategy to deliver. It included PR stunts with crushed cars and Dino footprints in the city centre. The opening day attracted incredible levels of TV interest. Overall the city was buzzing.
We planned and delivered a full social and digital strategy. We created social channels and an event website, all fully integrated with the centre’s own social channels and websites. Driving incredible levels of engagement and interest.
We also developed a full suite of communications for the centres themselves. From the maps the visitors follow through to all the assets they are using across their centres, social channels and websites.
Add to that POS, signage, sales promotions, promotional videos, and content creation, full project management, roaming dinosaur activity, the addition of a ride-on T-Rex and it really is a huge project.
But don’t just take our word for it
The engagement and positive comments that we have received at the event and online have been overwhelming. After running the activity for 4 weeks:
Social media from the Leeds Jurassic Trail Facebook and Instagram accounts achieved:
- 639,594 reach
- 76,582 engagements
- 9,831 clicks to the Leeds Jurassic Trail website
The Leeds Jurassic Trail Website achieved:
- 33,036 website visits
- 25,429 users
- over 1,000 competition entries
If you’re interested in running your own Jurassic Trail please contact Duncan.Liddle@bananakick.com for more information.