Following on from the success of the Dinosaur Egg Hunt early in the year, we knew that we had to create the biggest event of the Summer. We were challenged by LeedsBID to create an engaging event to stimulate the economy across a number of sectors.
What we managed to accomplish was one of the biggest free collaborations between shopping centres in the UK. Giant roaring animatronic dinosaurs were placed across city centre on Briggate, at the Corn Exchange, Kirkgate Market, Leeds Rail Station, the Merrion Centre, St John’s Centre, The Core, The Light, Trinity Leeds, Victoria Leeds and the Victoria Quarter.
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 some are over 6m tall and 18m long!).
We planned and delivered a full social and digital strategy – driving incredible levels of engagement and interest. We also developed a full suite of communications for the centres including social, website and digital screen assets.
To support the dinosaur installations, we created an augmented reality app where users could hunt down dinosaurs around Leeds.
We also unveiled the world’s first Yorkshiresaurus, designed by a Wakefield schoolgirl!
Add that to that to the Jurassic Store situated in Trinity Leeds packed full of dinosaur merch, dinosaur rides, multiple competitions, a roaming dinosaur activity, a printed map with retailer offers, a Jurassic Trail souvenir programme, an initiative to allow children to travel to the city centre and see the dinosaurs for free and full project management; it truly was an event on a Jurassic scale!
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. Across our social channels, we achieved:
- Over 345k impressions
- Over 41k visits to the Leeds Jurassic Trail website
- Over 12.5k downloads of the Leeds Jurassic Trail app
- Gained 1095 followers
- 2595 posts about Leeds Jurassic Trail on Facebook alone!
Across all of the locations, we handed out over 90k maps. The event was a huge success and we can’t wait for the dinosaurs to come back!