Case study: Hands on marketing support for a popular local tourist attraction
Client: Puzzlewood
What we did
We managed the digital marketing for local tourist attraction and filming location Puzzlewood. We grew their social media accounts, created engaging content, managed campaigns and worked with them during a number of significant media events. A magical ancient woodland in the Forest of Dean, Puzzlewood is known as being a filming location for a wide range of TV and film productions including Star Wars, Dr Who and Merlin.
The challenge
Puzzlewood’s social media accounts were underperforming, and the attraction wanted to increase online visibility, grow its following and engage audiences more effectively. They also needed support managing high-profile media events and influencer visits tied to major TV and film productions.
The objectives
- Revamp digital marketing strategy and increase brand visibility
- Grow social media following, reach and engagement
- Manage campaigns and communications for events and seasonal promotions
- Support media coverage and influencer activity for high-profile filming events
Our strategy
We began with careful planning and a structured digital marketing roadmap, mapping content and campaigns around key events, media opportunities and seasonal attractions. By focusing on Puzzlewood’s unique selling points – its magical atmosphere, unique landscape, ancient woodland and glittering filming history – we crafted a strategy that combined social media growth, email marketing and influencer engagement to amplify its brand visibility. High-quality content was central to building a loyal and engaged online community.
The implementation
- Social media management: Revamped underperforming accounts, grew Instagram from 1k to 13k followers and doubled Facebook from 16k to 32k organically, created engaging content, ran competitions and seasonal campaigns
- Email marketing: Produced monthly Mailchimp newsletters with consistently high open rates
- Events and campaigns: Managed Easter trails, Christmas pantos and influencer visits
- Media collaborations: Supported filming events, including Quest for the Throne (Game of Thrones Season 8 promo) and The Masked Singer UK 2021 and 2022, helping facilitate shoots and generate buzz
- Content creation: Produced high-quality photography, video, and copy to amplify Puzzlewood’s unique identity and storytelling
Quest for the Throne
On 18 March 2019, HBO and Sky Atlantic launched the “Quest for the Throne” in advance of the release of the highly-anticipated eighth and final season of Game of Thrones. This video (676k views) was the first clue they posted with the instruction to ‘Seek the Weirwood in this Kingdom on Earth’. It was at Puzzlewood! It was a frenzied but hugely exciting time for those in the know.
The Masked Singer
Filming of clue packages took place at Puzzlewood for The Masked Singer UK 2021 and 2022. Dragon was later revealed as Sue Perkins in 2021 and Charlotte Church was Mushroom in 2022 with the magical woodlands serving as a backdrop once again.
Other film, TV and press visits
The Secret Garden, The Dark Crystal, Susan Calman’s Grand Day Out, Countryfile, Britannia, Digital Camera Magazine, The Times, Stepping Through Film.
The results
- Significant organic growth across social media platforms (Instagram: 1k to 13k, Facebook: 16k to 32k)
- High engagement and loyal follower community leading to increased engagement
- Competitions requiring tagging increased user generated content
- Successful facilitation and coverage of major media events, including Game of Thrones and The Masked Singer UK
- Established Puzzlewood as a must-visit destination in the Forest of Dean with a strong digital presence
