The Gruffalo at
The Ginger Factory

Tagline

“A gruffalo? What’s a gruffalo?”
“A gruffalo! Why, didn’t you know?
He has terrible tusks, and terrible claws,
And terrible teeth in his terrible jaws.”

The Brief

Using AR markers and an augmented reality app, guests journey into the Ginger Factory rainforest where they search for signs of the Mouse, Fox, Owl, Snake and The Gruffalo and animate them with the app on their phone through photos and videos.

To ensure the Gruffalo a ‘success’, an integrated marketing plan was designed in conjunction with Magic Light Pictures that included; digital advertising, social media, PR and influencer outreach, print advertising, TV and radio.

Together We…

This project included the creation of over 150 design files produced to the required specifications, which included billboards, bus signage, park signage, trail signs, posters, marketing collateral, brochures, advertising material, website landing page and social media content.

The Outcome

The launch was hugely successful and broke all previous records for park visitation in the weeks following, and continues to achieve results year on year.

park revenue was up 25% for the month that the attraction launched the average spend per head at the Ginger Factory was up by 16%
Facebook saw an increase of 190% in engaged users
Instagram comments were up a massive 625%
website traffic was also up 117% year-on-year
all three local commercial TV networks attended the launch and ran a story, as well as various other local and national print and radio networks