Alnwick Castle has experienced a sustained growth across their adult, adult plus child and castle and garden combined ticket offerings. However the sales of their family ticket are down on previous years. Based on this the 2016 campaigns need to address this to really encourage an uptake in family ticket sales. Alnwick Castle has described their position within the tourism market as a “tricky balancing act”. The challenge for 2016 was straight foreword for Guerilla. How do we present the castle as a venue of historical and cultural significance alongside a place which offers activities and fun for all the family and which remains in keeping with the tradition of the castle’s authentic representation of its past?