Magna

PR Launch and Issues Management: ‘Steeling the Limelight – The Launch of Magna’ for Magna Science Adventure Centre, Rotherham

Three gold award winners for Best Consumer Campaign, Best Use of Photography or Design and Grand Prix Award, IPR NW Awards 2001

Magna is the UK’s first Science Adventure Centre, dramatically set within a giant former steelworks in Rotherham. Pre-launch, media audits revealed negative media attitudes. Regional TV producers and the Yorkshire press mistakenly believed it was to be a steel heritage centre. Media predicted it would join other failed or problematic visitor attractions in Yorkshire.

Results Magna proved the sceptics wrong with PR playing a major role in the dramatic turn-around of regional and national media support and the winning of public opinion.

Total Advertising Value equivalent £2,871,954 in eight months. Total editorial coverage (readership) 164,738,488.
90% of coverage deemed positive by client, 63% awareness amongst target audience heard, saw or read about Magna in the Media (Yorkshire Tourist Board).

“This was the toughest damage limitation exercise made the more remarkable by its transformation into an astonishingly successful consumer PR campaign…”
Christine Melia, Marketing Manager, Magna