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Armagh Observatory and Planetarium

Blast-off for Armagh Observatory and Planetarium

Jago was tasked with delivering an out-of-this-world integrated PR and Communications strategy for Armagh Observatory and Planetarium (AOP), with the aim of driving consumer awareness of the inclusive facilities, exciting seasonal events and positive experiences on offer, both for the local community and beyond. Using our unique and significant expertise in the area of destination, travel and tourism PR, we worked to further raise awareness and build on the reputation of AOP, Ireland’s leading centre for astronomical research and education.

What was our approach?+

Jago implemented a successfully creative integrated PR and Communications strategy that would launch AOP into the NI, RoI and UK media sphere and engage a broad range of demographics far and wide.

Keeping in mind audiences who haven’t visited previously and/or are hard to reach, we delivered a strong mix of integrated and multi-channel communications services including media relations, media releases, media interviews, social media content including competitions, activations and stunts and digital communications. Driving reach and followers through influencer communications and engaging competitions, Jago positively promoted an array of events both physical and virtual. Additionally, Jago managed photo calls, videography, media briefing sessions and more, building a strong relationship with the AOP team and local community.

In doing this, we drove ticket sells for sell-out programmes such as Mission Santa, Science at Home and Spaces Lights, highlighted ground-breaking astronomical research, profiled core team members and employed key marketing and advertising initiatives, all while continually assessing and adapting during the limitations of a global pandemic.

What was the impact?+

Positioning AOP as a unique visitor experience and showcasing Armagh as a burgeoning tourist destination in Northern Ireland, we effectively delivered a series of impactful campaigns for AOP. Our campaigns met the objectives to drive increased visitors and ticket sales, as well as a stand-out reputation, delivering maximum return on investment.

Since working with AOP, we have exceeded our KPIs, driving 100% positive media coverage across NI, ROI and GB, including key pieces of coverage from The Irish Times to Ireland AM and BBC Radio Ulster, as well as The Irish Independent, HerFamily.ie, Daily Mirror, The Irish Sun, Belfast Telegraph, Irish News and News Letter, I Paper, Evening Standard, Daily Record, to name a few! We always go beyond, for example we secured over 40 pieces of coverage across the UK and Ireland for AOP Professor Michael Burton on a key piece of research on Conjunction of Jupiter and Saturn. We also delivered media training to the team, ensuring all print, online and broadcast interviews was maximised. Digital communications and influencer campaigns drove impressions and reach, with a key call to action to follow AOP’s social channels, with a huge spike in follower numbers and engagement.

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