# Figures show Snowdogs trail contributed £10mn to local economy

- Link: https://fundraising.co.uk/2017/07/24/figures-show-snowdogs-trail-contributed-10m-local-economy/
- Published: 2017-07-24T10:04:56+01:00
- Author: Melanie May

**NGI statistics have shown that last Autumn’s Snowdogs by the Sea sculpture trail
contributed £10 million to the local economy in Brighton & Hove.**

The [Snowdogs by the Sea](http://www.snowdogsbythesea.co.uk/) trail raised funds
for [Martlets Hospice](https://www.themartlets.org.uk/) and was organised by the
hospice and [Wild in Art](http://www.wildinart.co.uk/). According to the NGI statistics,
which was commissioned by Wild in Art, visitor numbers were in excess of 350,000
with more than 14.6 million social media impressions for the hashtag #brightonsnowdogs
and media coverage worth over £450,000.

In total, Snowdogs by the Sea raised £310,000 for Martlets Hospice and achieved 
new levels of awareness for the local charity. At the end of the trail, over ten
thousand people watched the auction live on the Snowdogs by the Sea Facebook page
and six thousand attended the farewell event to say goodbye. One hundred percent
of the residents asked said they were proud to have the trail in their area, with
99% of visitors to the trail rating their experience as excellent or good.

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The trail also attracted visitors from outside of the city and 19% of respondents
stayed overnight whilst visiting the trial. The trail also encouraged locals to 
explore their own city, with 42% of visitors from Brighton & Hove saying that they
had visited a new attraction or place as a result of visiting the trail.

The Snowdogs by the Sea app saw over 125,000 scans of each Snowdog’s unique ‘QR’
code, which ‘unlocked’ special offers from its sponsor, ranging from deals and discounts
at local restaurants and shops, to competitions and prize draws.

One in three people questioned had visited the entire trail, with the majority doing
so on foot, with the total distance walked around the Snowdog Trail approximately
2.6 million miles or the equivalent of walking around the earth 105 times. 85% of
respondents agreed that the Snowdogs trail had encouraged them to get outdoors more,
with 81% saying it encouraged them to walk further than usual. This supports [a report](http://www.artshealthandwellbeing.org.uk/appg-inquiry/)
released earlier this month by the [All-Party Parliamentary Group on Arts, Health and Wellbeing](http://www.artshealthandwellbeing.org.uk/appg)
into the benefits of arts and culture on health and wellbeing. It found that after
engaging with the arts, 77% of people engaged in more physical activity and 82% 
enjoyed greater wellbeing.

> New report launched today by [@ace_national](https://x.com/ace_national?ref_src=twsrc%5Etfw)
> says arts & culture support our well-being [#artshealthwellbeing](https://x.com/hashtag/artshealthwellbeing?src=hash&ref_src=twsrc%5Etfw)
> [https://t.co/YYDyKGtBpe](https://t.co/YYDyKGtBpe)
> — Cornwall Museums Partnership (@cornwallmp) [July 19, 2017](https://x.com/cornwallmp/status/887624102810447872?ref_src=twsrc%5Etfw)

Martlets has announced that it is working on another sculpture trail with Wild in
Art for Autumn 2018.

Imelda Glackin, Chief Executive for Martlets Hospice, said:

> “We are so grateful to the Brighton and Hove community for their enthusiasm throughout
> the Snowdog campaign. The engagement we have seen from individuals and local businesses
> has been phenomenal. We set out to create something that would bring life to the
> city, inspiring people to get involved with Martlets and to connect with the story
> of The Snowman and the Snowdog – a tale of loss, love, memories and kindness at
> its heart, which mirrors our work at the hospice. The fundraising success we have
> seen as a result of the art trail has been incredible.”

## WATCH: Snowdogs by the Sea Success

Watch [Snowdogs by the Sea](https://www.youtube.com/watch?v=faBWWcFj7N0) on YouTube.

## About The Snowman™ and The Snowdog

Originally published in 1978, The Snowman™, created and illustrated by Raymond Briggs
has become one of the world’s most popular children’s books.  Available in 15 languages
it has sold in excess of 8.5 million copies worldwide with over 3 million of these
sales in the UK published under Puffin editions. Adapted for screen by producer 
John Coates, the Oscar-nominated animation launched on Channel 4 in its inaugural
year in 1982 and has been repeated every Christmas since.  The sequel, _The Snowman
™ and The Snowdog_ premiered on Channel 4 on Christmas Eve 2012 and was seen by 
over 10 million people over the festive period.