During a challenging summer for Chessington World of Adventures Resort, we ran a Social PR campaign... a campaign to get positive and organic PR through high volume social media activity.
The concept: Animal Photobomb.
It's something we had seen happen naturally in guest photos, and combined with some amusing complaint letters we receieved on a daily basis - the idea was born.
Some carefully placed signage across key animal areas in the Resort to capture people's attention, and a few of our own photos later... we had the evidence of these animal photobomb moments that caused us to receive this 100% (not) genuine complaint letter...
With an organic reach of well over 150,000 - a record number for Chessington at this point, 889 likes, 557 shares and 410 comments - it's no wonder we got some media attention from both the Mirror Online, and the Telegraph in print!