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

  • Communicate the Castle’s 950th anniversary

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

  • Promote each of the Castle’s key events during its open season

  • Increase social media audience and engagement

big Photo credit Visual Air lowresolution
big International Jousting Tournament at Arundel Castle 2013 Photo credit Julia Claxton

Campaign activity

  • Implementation of press visitssystem

  • Create annual Press Open Weekend 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

  • Regular and engaging posts via Facebook and Twitter

Results

  • Over 700 items of coverage in 2018

  • Potential reach over 817m

  • Coverage in national press including i, Sunday/Daily Express, The Telegraph, Sunday Mirror, The Times, The Guardian, Evening Standard

  • This year’s broadcast coverage included BBC Breakfast, Channel 4, BBC Radio 2, BBC Radio 4, Radio Sussex and Surrey, ITV Meridian, BBC One South

  • Regular coverage in travel trade, family and gardening press.

  • Created an engaged social media community for Arundel Castle from scratch with over 9k Facebook likes and over 3.7k Twitter followers... with no promotional budget.

  • Year-on-year increase in visitors of between 4-8%

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