Guerrilla's ad leads to 224% increase in Alnwick Castle ticket sales

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by David Prior

A TV advert campaign for Alnwick Castle in Northumberland has led to a 224% increase in family ticket sales.

The work of Newcastle-based agency Guerilla Communications, the campaign involved finding a real-life family through a competition which ran on social media channels and the castle's own website.

The winning family were then filmed enjoying a day at the castle.

Guerilla produced two versions of the film: a short 30-second spot which is currently running on TV, in cinemas and on video, and a full-length version which appears online.

Kate Woolmore, marketing manager of 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.”

Dan Appleby, client services director at Guerilla, added: "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%, child tickets were up 118% and, critically, family ticket sales were up a massive 224%.”

The campaign was complemented by PR activity to engage national and regional media, as well as press and outdoor advertising across the North East region.

The ad can be watched below: