All boys like trains. Especially when their train sets cover over 19 acres of ironstone quarry and include classic trains, steam diggers, loco sheds and workshops, tracks, nature trails and events.
But playing with trains is a serious business if want to raise the money to go on restoring and expanding your train set. You have to attract the public, and that means steaming ahead with some motivating marketing.
The rail journey began with Ketchup
Ketchup’s planners and creative teams spent time with the Ironstone quarry’s main directors, discussing the possibilities. We knew we had to compete for the diminishing ‘leisure budget’ of local families as well as drawing in visitors to the region. And that meant devising a marketing strategy that would give the quarry an ownable niche, to differentiate it from other leisure providers and allow it to appeal to a defined market segment.
The obvious advantages of locomotive rides; plus giant, historic machinery; plus the quarries educational appeal allowed us position ‘the attraction’ somewhere between an out-and-out theme park and a museum. Perfect for a whole range of families looking for a multi-faceted experience in their day out.
The creative work? Just the ticket
Following the positioning, our copywriting team worked with the client to research groups of potential names. The one most on track – Rocks By Rail – encapsulates the locomotive and quarry aspects of the attraction, references the 1960s onsite café and even manages to sound like fun. You remember fun – it’s what attracts people to spend money when they’ve out and about.
From steam engine to search engine
Then flowed a train of creative ideas. Our designers created a new logo style and expanded it to an involving brand identity that hinted at the excitement, and quirky worthiness, of the attraction. Suddenly the project gained momentum. The website was built – steam engines became search engine friendly – and a direct mail campaign launched Rocks By Rail as a destination to families and enthusiasts in the surrounding regions.
To see the results of our epic rail journey, please click here.