Visit Blackpool Ultimate Ticket Tear Away Activation

Blackpool has always had strong recognition across the North West, but the launch of the new Ultimate Ticket gave the destination a fresh reason to speak to families, day trippers and visitors planning their next day out.

Working with Blackpool Council and Blackpool Tourism, we created a street activation designed to get people interacting with the campaign, not just walking past it. The takeover ran across Liverpool and Manchester, two key audience locations where Blackpool already carries strong awareness, nostalgia and travel appeal.

The Brief

The objective was to drive visibility of the new Ultimate Ticket and keep Blackpool front of mind with audiences outside the resort. 

The campaign needed to do more than show people an ad. It needed to create a moment in high-traffic areas, give people a reason to stop, and turn that interaction into direct interest in the new ticket and, for a few lucky passersby, prizes, including a couple of free Ultimate Tickets.

The Approach

We built the campaign around a tear away flyposting concept.

Passers by were invited to take part for the chance to win one of the new Ultimate Tickets. It gave the campaign a physical mechanic that felt simple, immediate and easy to understand.

The thinking was clear. Even if someone did not win, the interaction still worked. Each piece of creative included a QR code that directed people straight to The Blackpool Tower website, where they could learn more about the Ultimate Ticket and start planning a visit.

What We Delivered

We delivered a flyposting takeover across Liverpool and Manchester, using live activation to bring the campaign off the wall and into the street.

The activation included:

·    Tear away creative linked to the Ultimate Ticket launch

·    Live engagement in high footfall areas

·    QR code journeys through to The Blackpool Tower website

·    Creative designed to continue working after the tickets had been claimed

·    A second stage reveal showing the wider Blackpool offer

Once the tear away tickets had all been taken, the artwork changed purpose. Instead of becoming a finished activation, it revealed more of what Blackpool has to offer, giving the media space a longer life and keeping the destination message visible after the initial engagement had ended.

Results and Impact

The campaign gave Blackpool Tourism a direct way to promote the new Ultimate Ticket in two major North West cities.

It created real engagement at street level, sent interested users to the ticket website through QR codes, and helped position Blackpool as an easy, familiar and appealing day out for audiences in Liverpool and Manchester.

Rather than relying on passive awareness, the activation gave people something to do, something to take away and a clear next step if they wanted to find out more.