Influencer Marketing Drives Brand Awareness and Sales for
The Edinburgh Dungeons

Merlin Entertainment

Client

Entertainment

Industry

2M+

USERS REACHED

4.5%

ENGAGEMENT RATE

2.1M

VIDEO VIEWS

THE CHALLENGE

Engage a younger audience and raise brand awareness for The Edinburgh Dungeons by leveraging influencer marketing across unique, attention-grabbing campaigns. Monumental’s mission was to expand The Dungeons’ reach and attract new visitors through standout initiatives, including the “Home of Halloween” campaign and an unconventional Valentine’s Day event, all aimed at extending the regular clientele and driving sales growth.

WHAT WE DID

Event-Focused Influencer Campaigns: Executed tailored influencer campaigns around key events, including Halloween and Valentine’s Day, designed to capture attention and engage new audiences.

  1. Collaborations with Influential Voices: Partnered with a mix of national and local celebrities, influencers, and YouTubers to create authentic, engaging content that showcased The Edinburgh Dungeons in a fresh light.

  2. Brand Reinvention and Awareness: Addressed a range of objectives, from boosting brand recognition to refreshing the brand’s image, by working closely with The Edinburgh Dungeons team on bespoke solutions.

  3. Sales Impact: Implemented strategies that successfully translated engagement into sales growth, reinforcing the effectiveness of influencer-driven campaigns.

  4. Award Recognition: Nominated for “Best Marketing Campaign of 2019” for the acclaimed “Halloween at Home” campaign, a testament to the campaign’s creative impact and success.

Emma Jamieson - Regional Marketing Manager

Monumental Marketing worked with us at The Edinburgh Dungeon with a specific brief to increase our awareness as a tourist attraction amongst a young, “cool 20s and 30s” audience focusing on influencers and social media marketing. Despite limited time and a relatively small budget, Jamie and his team went above and beyond and delivered a high quantity and quality of well researched and targeted influencers, always thinking creatively of ways to get our brand out there and talked about via their platforms. When an idea didn’t come to fruition, the team always had a plan B and worked hard until we saw the results we needed. 

Thanks to Monumental, we secured prime time television and radio in Scotland which was a key win for us. Jamie and his team were always available and maintained regular contact, updating us regularly and maintaining a live reporting document for us to track campaigns in real time. 

Monumental Marketing are passionate about what they do and are young, energetic and highly dedicated with a strong professional outlook, we could not recommend them enough.

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