National Botanic Garden of Wales: Dragon’s Breath
Dragon’s Breath was an immersive after dark event experience held at the National Botanic Garden of Wales at the end of October 2024. The exclusive event combined fire, music, poetry and performance, set against the backdrop of one of Wales’ most iconic landmarks.
The event was a festival of fire, folklore, fantasy and Welsh culture that illuminated the National Botanic Garden of Wales ahead of its 25th Anniversary next year.
Featuring the poetry of Dylan Thomas and new work from Children Poet’s Laureate 2021 – 2023, Connor Allen, the bold event offered visitors, both young and old, an enchanting and thought-provoking evening, that was exclusively curated for the National Botanic Garden of Wales by the creative team at Walk the Plank.
We developed and delivered a campaign plan to promote The Dragon’s Breath event through paid, earned and owned media. Our aim for this campaign was to attract audiences across neighboring areas of Wales to drive ticket sales and raise awareness of the National Botanic Garden as a whole.
Objectives
- Deliver a campaign to promote The Dragon’s Breath event – drive ticket sales and raise awareness of the National Botanic Garden of Wales
- Work with stakeholders and partner organisations to engage and encourage audiences to purchase tickets to the event
- Develop influencer partnerships to promote the event to attract wider demographics
- Achieve earned media coverage for the event
- Attract broadcast journalists to cover and attend the event
Pieces of media coverage
Total reach
Opportunities to see
influencer partnerships secured
Content from the Campaign
To achieve our goal of raising awareness of the National Botanic Garden as a brand and location, we crafted our campaign around the narrative at the centre of the Dragon’s Breath and used this as our core message.
- Secured print and digital media coverage in national, regional and hyperlocal titles across Wales including WalesOnline, South Wales Echo, Carmarthen Journal, Nation.Cymru and more.
- Secured broadcast coverage on ITV Wales & BBC Radio Cymru – ITV Wales did a live broadcast from the event on the opening night and BBC Radio Cymru ran interviews during the morning news.
- Our influencer partnerships reached a total of over 100k accounts across combined social platforms, with over 4k likes, 300 shares and 200 booking link clicks.
- Partnered with stakeholders Visit Wales and Discover Carmarthenshire to develop pre-event promotion helping to capture interest and engagement from potential attendees – delivering over 75k views, a total reach of 158k and 9k engagement rate.
