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Craggy Elf campaign wins top praise

Posted onPosted on 20th May

Creswell Crags Heritage Trust received national accolades for its Craggy Elf Christmas campaign.

The visitor attraction was a finalist at the Museums + Heritage Awards.

And at the ceremony in London the trust’s innovative marketing campaign was highlighted.

Bernard Donoghue, awards judge, trustee of Kids In Museums and chief executive of ALVA (Association of Leading Visitor Attractions) said in his opening speech: “Out of all the shortlisted nominees — from the biggest global museums to organisations with properties in every part of the UK — the example of Craggy Elf stood out.

“The judges loved its success, its humour, its sense of fun and its amazing results.

“For us it showed that creativity doesn’t have to come with a big budget attached.

“You can be clever, effective and successful if you’re creative and take a leap of faith.

“That’s why we highlighted it at the awards ceremony. And now we want to visit!”

Craggy Elf visited the Crags at Christmas and got up to mischief by hiding in the caves. Families were invited to look for him, with children receiving a sweet and a sticker if they could prove they had spotted him.

Creswell Crags was nominated for the marketing award, but missed out on the prize to 14-18 NOW, a national campaign marking 100 years since the Battle of the Somme.

It did win the best selfie award for a photo taken on the day it was shortlisted for the awards.

Rachel Wood, marketing manager at Creswell Crags, who came up with the idea for Craggy Elf, said: “To get shortlisted from the hundreds of entries that were received was a huge achievement for us.

“It was the first time we have ever been up for a national award.

“We are all very proud of Craggy Elf and we are looking forward to his much anticipated return in December.”

Among the other award nominees were the Natural History Museum, National Museums Scotland, Museums of London, the National Trust and many more.

Pictured are Creswell Heritage Trust’s Rachel Wood, marketing and fundraising manager; Lucy Astill, collections manager; and Nicola Tewson, finance manager.