The brief - Increasing visitor numbers

McKenna Townsend has worked with the National Marine Aquarium since 2011, raising its profile as a top destination for a family day out and a centre for conservation, education and research, as well as driving media coverage and helping to increase visitor numbers through a blend of marketing communications activity.

Using a calendar of activity featuring news, events, calendar hooks and proactive stories, key activity has included:

  • Promoting the Aquarium’s events to key audiences to drive attendance, including school holiday activities, Aquarium Lates series, Murder Mystery evenings and Sleeping with Sharks sleepovers
  • Supporting its many conservation initiatives, including the current Community Seagrass Initiative – a three-year citizen based research project on the conservation of seagrass and seahorses in the South West

  • Driving coverage for sustainable food initiatives spearheaded by the Aquarium, including Plymouth becoming the world’s first Fish2fork Blue City Award and its bid to make Plymouth a Sustainable Fish City
  • Issuing stories about the Aquarium’s marine life, including Snorkel the Loggerhead Turtle and Sand Tiger Sharks, Howard and Enzo
  • Organising media events and photocalls for the arrival of new marine life to the Aquarium, including two Sand Tiger Sharks from South Africa, two Lemon Sharks from The Netherlands and four UK bred Smooth-hound Sharks
  • Running a familiarisation trip programme with key national, regional and lifestyle media to visit the Aquarium for review coverage
NMA Dinner covered by various marketing communications Marketing communications help promote NMA sleepover

  • Since 2011, hundreds of pieces of coverage have been generated across national, regional, lifestyle and online media, worth in excess of £11 million in AVE and creating more than 500 million opportunities to see and hear about the National Marine Aquarium


  • Highlights include coverage appearing from the likes of The Sun, Daily Mail, Daily Express, Daily Telegraph, The Times, Newsround, The Herald (Plymouth), Western Morning News, BBC Spotlight, BBC Radio Devon and ITV Westcountry
To find out more about the marketing, PR, advertising and digital services we offer, call us on 01425 472330 or send us an enquiry here
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