80

PRESS STORIES
200

MILLION POTENTIAL REACH
500%

INCREASE IN TICKET SALES
400%

INCREASE IN WEB TRAFFIC

Dreamland's Scenic Railway

The Grade II* listed Scenic Railway at Margate’s famous Dreamland pleasure park is Europe’s oldest wooden rollercoaster. Following extensive restoration, it came back into use four months after our campaign to reopen Dreamland. As it missed out on the attention we generated, we had to find new and exciting ways to tell the Dreamland story, address issues around rollercoaster safety and why the ride was opening late. We maximised the 105-year-old Scenic Railway’s iconic status in UK leisure and social history, including its connections to popular culture. This was linked to the story of its restoration and we ensured important stakeholders, journalists and online influencers shared the thrill of being first to roll. Stories appeared across national, international and regional media, with live reports on Radio 4’s Today programme, ITV News and across the Heart Radio network. The Sun, Mirror, Guardian and Telegraph covered the launch, while influential lifestyle titles such as Condé Nast Traveller and Harpers Bazaar helped reinforce Dreamland’s leading destination positioning. The campaign generated 400% increase in visitors to Dreamland’s website and a 500% increase in ticket sales during the Scenic’s opening month.

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"Kallaway’s campaign secured widespread media attention, directly increased ticket sales and enhanced our profile as leading destination. We were particularly impressed by their ability to create fresh angles to keep us at the centre of attention so soon after our main launch. Great work."

Eddie Kemsley

CEO, Dreamland Margate