The iconic Alnwick Castle is the second largest inhabited castle in the UK and home to a whole host of exciting family events. Over recent years Alnwick Castle has experienced a sustained growth across their varied adult and child ticket offerings, however, the sales of their family ticket were on the decline.
Our objective was to encourage a real uptake in family ticket sales. To do this, we needed to present the castle as a venue of historical and cultural significance, as well as a place which offers activities and fun for all the family. All on a tight budget.
Our strategy was simple. Show families what they’re missing out on. We produced a cost-effective TV advert which highlighted the adventure, drama, authenticity and fun that the castle has to offer. Accompanied by a direct mail piece, as well as digital advertising, radio commercial spots, press advertising and outdoor advertising across Tyne and Wear.
The campaign delivered an immediate impact. The first three weeks saw an increase in all castle tickets when compared to the same weeks in the previous year. During the Easter holidays family tickets were also up by 37% and, to round it all off, we achieved positive media coverage both on and offline with the national, regional and local press.
“We are thrilled with the successful and effective campaign and we are already enjoying planning for the summer where we expect some more fantastic results! ”
