AKA UK

Google Cookie policy response by Megan Grove, Biddable Director at AKA. Google have announced that it will no longer be phasing out third-party tracking cookies for its Chrome web browser. With a three year build up the industry has been searching to find alternatives with no clear resolution. Google’s pivot will now introduce a new prompt for users to choose how they want to be tracked across Google’s search products. What does this mean for advertisers? The preparations that suppliers and users have been making are still relevant, a huge shift has been made in the last 3-4 years that has irrevocably reshaped the digital ecosystem – this step back from Google doesn’t take away from all the exciting work that has been done. The reality is aside from Google a big portion of the open web can’t be addressed by third party cookies so these innovations are still as key to digital advertising and search as they were before Google’s change of heart. Google’s move to keep cookies does restore a level of certainty and control to the wider industry. We as an agency will continue to innovate and work with our clients to ensure we are providing the best possible results and campaigns we can within this exciting and evolving digital landscape. #google #AKAUK

Excited to be heading up to Edinburgh next week with AKA UK. Let me know if you’re around for a drink/catch up, or if you’ve got any show recommendations! #edfringe

Last week, VisitBritain dropped its annual review, "Visitor Attraction Trends in England 2023" produced in association with BVA BDRC. The headline? Almost 200 million admissions at attractions, which is an 11% bump from last year ( 26% in London!). Yet the sector is still 28% shy of hitting 2019 numbers. And it's not just attractions feeling the pinch, whilst musicals, plays (especially in London), immersive experiences, and big international arena tours are booming and breaking records, meanwhile, cinemas and smaller music venues, like attractions are still struggling for audience attention. A lot of commentators lay the blame at the cost-of-living crisis and lingering COVID worries among older audiences. But that’s perhaps too easy and doesn’t account for the whole picture. Why are pricey premium experiences like ABBA Voyage, West End musicals, and new attractions like Lightroom in Kings Cross drawing massive crowds daily? Here is Richard Huntrods take, Director of Audiences, Research & Insight here at AKA: The UK is turning into a nation that loves sports and live entertainment. People are gravitating towards experiences that are social, communal, and have that "must-see" vibe with a limited-time offer. People also want to do things which say something about them, are talking points, and in short are a unique event or moment in their lives. There’s also demography, as younger and inherently more diverse audiences become the norm, their attention is being caught by more eye-catching events. Attractions with a more passive offering can compete, but it takes imagination and a new marketing mindset. The report highlights that those attractions achieving significant success are those with investing in innovative programming and exciting experiences, backed by marketing that targets a diverse audience. The key? Compete proactively with other experiences that are seen as more social, offer thrill, escape, and transport people out of the day-to-day. The attractions that will succeed in future are those which stand out and giving people a reason to think of them first. #visitbritain #visitorattractionstrends #AKAUK

🦇 Batman Unmasked is now open in Manchester! 🦇   Marking the DC Comics 85th Anniversary of Batman, check out the all-new experience featuring never before seen UK collection of original props, vehicles, and costumes from the Batman archives!   We are delighted to be part of the team for this iconic superhero experience 💥   📍 Depot Mayfield 📅 Open until 25 August before moving to London on 6 September 🎟️ https://lnkd.in/eu5u2Fyx The Luna Entertainment Group   #LongLiveTheBat #batmanunmasked #DCUK #LunaEntertainmentGroup #AKAUK

Louise Walsh, Head of North at AKA, and Grace Roberts, Account Director, had a fantastic time attending the Association of Leading Visitor Attractions Public Engagement Session at the SS Great Britain Trust museum in Bristol, with colleagues across the UK’s leading visitor attractions.   Perfect timing too, to be part of the conversation around arts and culture funding around a national election and anticipated changes in priorities.   Public Engagement is a key element of venues re-establishing roots in their community and continuing to unlock new stories from history to re-educate and engage new audiences. We saw how funding in research is then interpreted into the venue – including the inspiring story of the role of SS Great Britain in the global migration of plants in the Victorian period thanks to steamships like the SS Great Britain!   Initiatives are curated from within the community and those shared on the day ranged from discovering venue connections with local food, drink, clothing and reimagined shared activities (including family events).   A key outtake for us was establishing relevance with today’s world, brilliantly demonstrated with a virtual tour of the 2021 refugee exhibition at Imperial War Museums.   Importantly all of this hard-work and investment by venues is measurable via a Social Value Indicator which includes a monitor to collate customer engagement, action and legacy measures such as donations and subsequent projects developed as a result of the Public Engagement initiative. A very different but highly valued way to view return on investment.   Thank you for having us ALVA! #ALVA #AKAUK

🐝 Bees: A Story of Survival 🐝 As part of our National Museums Liverpool campaign for Bees: A Story of Survival, we activated two special build sites in Manchester & Liverpool with our friends at BUILDHOLLYWOOD 😍 These sites showcased the impactful lead creative as well as a collage of tearaway seed packets, encouraging people to plant these at home and save the bees! It also included a unique QR code driving audiences to the website to find out more about the exhibition. This exhibition is a story of 120 million years of adaptation and survival. Bees have lived on the planet since the time of the dinosaurs. They are vital to our survival, but changes to the environment and climate mean their existence is under threat. https://lnkd.in/eMEi3rm9 #worldmuseum #bees #outofhome #AKAUK

📱🚗 Media First 🚗📱   AKA and Hamilton are live with a Media First for London Theatres! Hamilton is now live on Uber Advertising, using their first party data capabilities to capture theatre and entertainment lovers from across the UK in their highly attentive moments in motion. We're super excited to be the first theatre show to work with Uber on this opportunity! Check it out on the app.   #Uber #Advertising #AKAUK

I attended the National Attractions Market last week where I had the pleasure of meeting many passionate industry professionals. Here are a couple of insights I wanted to share: 🎢 The attractions market is still on the path to recovery post-pandemic. With increased competition and reduced customer outings, innovative approaches and diversification into new products and experiences are crucial to stay ahead. Customer expectations are rising, emphasising the significance of a seamless user experience for repeat business. 💳 The customer decision-making journey in this industry is intricate. While research and reviews play a significant role, actual experiences on the day of the visit heavily influence decisions. This demands real-time messaging strategies to prompt customers on why they should choose to visit attractions on a specific weekend. #Digitalmarketing #AttractionsIndustry #MarketInsights #CustomerExperience #NAMC2024

The team had a fantastic time at ALVA’s Heads of Marketing conference this week at the wonderful WWT - London Wetland Centre in Barnes. Laura Norman, Account Director, and Arabella Peniston, Senior Account Manager listened to talks from WWT, Blenheim Palace and Wellcome Collection. Interesting to hear how our wonderfully diverse visitor attractions are tackling a range of challenges during these challenging times. ALVA also gave us some great insights on how cost of living and a perception of crowds are affecting people’s ability and appetite to engage with visitor attractions. Great to be in a room of people who are passionate about our culture and heritage and keen to help one another make the sector better and better. #ALVA #Attractions #AKAUK

💂♂️ The Friends™️ Experience is coming to London baby! 💂♂️ The UK Flagship of The Friends™️ Experience will open its doors August ExCeL London, and will feature never-before-seen content! Explore iconic set recreations, exclusive content from the shows London episodes, and hang out at Friends™️ Station for coffee, snacks, and photo opportunities! AKA are delighted to be part of the team and journey. From Birmingham to Dublin, and now the Capital! 🎟️ Sign up now for priority access: https://lnkd.in/e-K_csyU Warner Bros. Discovery The Luna Entertainment Group Original X Productions ExCeL London #thefriendsexperience #theoneinlondon #AKAUK