Alnwick Castle has had resounding success following the launch of a brand new TV campaign, which has been running for a month to date.
The brainchild of Guerilla Communications, an integrated marketing communications agency, the campaign involved finding a real-life family and giving them a great day out at the castle, filming their experience in the process.
Kate Woolmore, marketing manager at Alnwick Castle, said: “We wanted to get across just how much fun a day out at the castle was for one of our core audiences – families.
“The use of a real family to star in the ad was suggested by Guerilla as a very effective way of showing exactly why families should come and spend the day at the castle.”
A social-media competition ran across Facebook, Twitter and on the castle’s website offering local families the chance to star in the campaign. The winning family was then filmed enjoying a typical day’s outing at the castle and Guerilla produced two versions of the film: A short 30-second spot which is currently running on TV, in cinemas and on video on demand and a full-length version which appears online.
Dan Appleby, client services director at Guerilla Communications, said: “The campaign, much to our delight, has delivered an immediate impact.
“Three weeks after the campaign launch, the castle saw a marked increase in all castle tickets when compared to the same weeks in 2012. Adult tickets were up by 119 per cent, child tickets were up 118 per cent and, critically, family ticket sales were up a massive 224 per cent.”