The campaign has been named ‘Best Advertising Campaign’ at the 2016 Wales/CymruChartered Institute of Marketing Awards. It also finished runners-up in the Best Integrated Campaign category.
The garden’s director Huw Francis, head of science and education Dr Natasha de Vere and head of marketing David Hardy took to the stage to collect the award along with Alison Debono, Director of The Media Angel advertising agency, who were partners in the campaign and are based in Penarth.
The integrated campaign, planned and implemented by the Media Angel, included a highly-engaging video, on-line quizzes and display, radio and outdoor advertising targeting families with children across South and West Wales. It saw fantastic results across the summer with a 63 per cent uplift in family admissions in August alone.
Hardy said: "It was a fabulous evening and a fantastic accolade for everyone at the Garden. We have a marvellous team here now and every one of them has had a part to play in the planning, design, build, opening, promotion and operation of the Butterfly House. Most importantly, It has been a big hit with our visitors and really turned our fortunes around, numbers wise."
Francis said: "Plas Pilipala is a fascinating and popular attraction and the promotional effort was attractive and effective, contributing immensely to what was a super season for us. We really enjoyed the night but we are not complacent; the work goes on. We are already planning lots more attractions and events to make the National Botanic Garden an unmissable attraction and a wonderful asset for all of Wales."