A marketing campaign for one of the region’s top visitor attractions has beaten global brands to a national award.
Newcastle-based creative agency Guerilla Communications have been awarded the Leisure & Tourism Campaign/Strategy of the year at the 2014 Drum Network Awards for its work for Alnwick Castle, in Northumberland.
The winning marketing campaign fought off strong competition including strategies created for Adidas, O2, Tourism Ireland and Alton Towers.
Guerilla used of a wide range of media including two TV adverts, outdoor posters, press, PR, social media and radio. An online film was also created and featured a real life family who won the chance to star in the campaign through an online competition.
Dan Appleby, client services director for Guerilla Communications, said: “In our industry, awards are a measure that what you’re doing for your clients is delivering results and big returns for their investment. So to win an award, you have to produce brave work that is going to make a difference.
“On the face of it our strategy to bring more visitors to the castle was simple. We knew that if enough families saw just how much excitement and variety is on offer, that they would definitely take a trip to Alnwick, we just needed to bring that to life.
“The way we executed that idea though is what really led to the audience becoming engaged with the campaign.”
Judges were impressed by the impact of the campaign, which helped more than triple family ticket sales contributed to an increase in profits.
Kate Woolmore, marketing manager for Alnwick Castle said “We are thrilled that the castle’s campaign has received this award. It was such an exciting and rewarding project, one which brought the castle to life and ultimately led to fantastic results.”