The Enchanted Forest is Scotland’s pioneering sound and light show, set in the heart of Faskally Wood near Pitlochry. Cunningly Good Group has been the marketing force behind this multi-award-winning event for over 15 years, helping it grow into one of the country’s most popular immersive outdoor experiences.

In 2024, the event returned with its theme “Symphony of Nature,” after a challenging year that included weather-related cancellations. Despite these hurdles, anticipation remained high, and demand strong, driven by a loyal returning audience and an expanding base of new visitors from across 51 countries – up from 29 the previous year.

Strategic Objectives and Campaign Approach

Cunningly Good Group was tasked with reinforcing the event’s brand presence, securing strong ticket sales, and enhancing national and international visibility while optimising marketing spend. Our key objectives included:

• Selling at least 74,112 tickets
• Achieving a revenue target of £1.73M
• Driving 425,000 website visits

The campaign leaned on Cunningly Good Group’s proven strategic approach:

• Email Marketing: This continued to be the backbone of the campaign, driving significant engagement across 2.1 million emails.
• Public Relations: PR was the campaign’s second-highest ROI channel, with over 437 media features generated with a combined reach of 1.33 billion.
• Digital & Outdoor Media: Cunningly Good leveraged large format digital out-of-home placements in Scotland’s busiest transit hubs, as well as print advertising placements to great effect. Digital formats allowed for rapid content updates and increased agility in campaign execution.

Cunningly Good Results

Despite economic pressures and weather disruptions:

• 82,669 tickets were sold exceeding the target
• £1.81 million in ticket revenues were generated – an ROI of £16.67 for every £1 of marketing spend.
• The campaign delivered 513,493 website visits (+27.45% YOY)
• PR and SEO efforts resulted in 7294 direct purchase transactions, estimated to drive 39% of total ticket sales
• Email marketing achieved a £121.97 ROI per £1 of marketing spend
• PR generated a £34.75 return per £1 of marketing spend
• Social media ROI reached £9.72 per £1 of marketing spends

In a year where market conditions presented headwinds, Cunningly Good Group’s creative, data-driven approach proved instrumental in maintaining The Enchanted Forest’s reputation as a “must-see” event and a beacon in Scotland’s autumn tourism calendar.