Arundel Castle

Overview

One of the largest inhabited and complete castles in England, Arundel Castle is the jewel in the crown of visitor attractions in the South East. Midnight was appointed in 2013 to increase national and regional awareness of the Castle, targeting its key audiences of families, gardeners, history buffs and local residents, with the ultimate objective to increase visitors.

Campaign objectives

  • Increase national awareness and visitor numbers

  • Position the Annual Tulip Festival as one of the largest in the UK

  • Promote each of the Castle’s key events during its open season, with a particular focus on the Jousting and Medieval Tournament in July

  • Increase social media audience and engagement

  • From April 2020, position the Castle as a virtual experience during the Covid-19 lockdown

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Arundel Gardens 2020 smaller

Campaign activity

  • Implementation of press visits system

  • Create annual Press Open Weekend during the late May bank holiday to coincide with the Castle Siege event

  • Mini campaigns focusing on the Annual Tulip Festival and the Jousting and Medieval Tournament

  • Profile key spokespeople for interview, e.g. Martin Duncan, Head Gardener

  • Regular and engaging posts via Facebook and Twitter on behalf of the Castle

  • During the 2020 lockdown, created and issued a press release regarding the virtual tulip festival, arranged national photographers to attend one-by-one and seeded out several videos of the festival and gardening tips from the head gardener.

Results

  • 647 items of coverage in 2020

  • Potential reach over 1.7bn

  • Regular coverage in national press including i, The Telegraph, The Times, The Guardian, Mirror, Daily Mail

  • Year-on-year increase in visitors of between 5-10% (17k more in 2019)

  • April 2020 coverage highlights have included Daily Telegraph, Daily Mail, The Times, The i, Sunday People, Daily Star, Daily Mirror, BBC, The Guardian and FT as well as ITV Meridian, BBC South Today and BBC Radio Sussex.

  • National broadcast coverage with BBC Breakfast and Good Morning Britain.

  • Regular coverage in Travel Trade, Family and Gardening press.

  • Created an engaged social media community for Arundel Castle from scratch with over 20k Facebook likes and over 4k Twitter followers.

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