For more than 135 years, Derbyshire Children’s Holiday Centre has given thousands of children the chance to enjoy a seaside holiday in Skegness.
When rising costs threatened its future, the charity needed more than fundraising. It needed people to understand why it mattered.
Penguin PR developed a campaign built around multiple storylines, using charity PR, media relations and fundraising campaign support to build awareness, maintain momentum and encourage people to get behind the £150,000 appeal.
Building a campaign
Rather than relying on repeated fundraising appeals, we created a campaign with multiple storylines. Milestone announcements demonstrated progress, business partnerships encouraged others to get involved, community fundraisers showed the growing support behind the charity, and stories from former guests reminded people what was at stake. Together, they built momentum, kept the campaign in the public eye and helped turn awareness into action.
Every story added a new element to the conversation to keep the campaign moving forward.
Bringing people together
The campaign encouraged businesses, supporters and the wider community to get behind a cause that has been changing young lives for more than 135 years.
Alongside fundraising appeals, we promoted corporate partnerships, community events and the charity’s 135th anniversary celebrations, helping to reinforce its place at the heart of Derbyshire.
A new chapter
In May 2026, the charity welcomed children back to Skegness after reaching its fundraising target.
Seeing those first coaches leave Derby was a proud moment for everyone involved and marked the start of an exciting new chapter for the Holiday Centre.
We’re proud to have helped tell its story.