Member Article

Guerilla helps Alnwick Castle bring history to life

Historical landmark and iconic movie setting, Alnwick Castle, has appointed Guerilla Communications as its creative agency for 2013 and the first campaign is now live.

Kate Woolmore, Acting Marketing Manager for Alnwick Castle, said, “We appointed Guerilla to work with us this year as we were very impressed with the work that they did for us in 2012 (web design, print, direct mail) and they are a real pleasure to work with.

“One of the challenges that we wanted to tackle was the common perception that Alnwick Castle, as a historical site, is somewhere to only visit once every few years. In fact, the castle has an extensive and varied events programme and regular new developments, so we wanted this to be communicated in the creative. The team at Guerilla is superbly organised, with an excellent grounding in creative ideas. They have entirely lived up to our hopes for this campaign - we are delighted with the creative so far.”

Alnwick Castle, which opens to the public on 29th March 2013, was famously used in the Harry Potter films and many of the activities available take their inspiration from this. The press adverts have a similar appearance to a movie poster (see attached images).

Dan Appleby, Group Account Director, Guerilla, said, “A visit to Alnwick Castle is one of the most exhilarating family days out in the north east. Quests for young knights and princesses, battling dragons, broomstick training with Harry Potter and friends, a bit of medieval falconry, some fun with jesters and a sinister ghost trail. We’ve really enjoyed working with the team at the castle over the past year and the Easter campaign has been a great first brief to work on in 2013. We’ve had a huge amount of fun with it. Our creative shows just how exciting a day at the castle can be, and the dramatic art direction, imagery and typography really brings it all to life.”

The campaign, which is live now and will run throughout Easter, includes regional press, radio, online and outdoor advertising aimed at the region’s families as well as visitors to the region.

Guerilla will continue to work with Alnwick Castle throughout 2013 on projects including a direct marketing strategy and a large summer campaign before the castle closes again in October.

This was posted in Bdaily's Members' News section by Madeleine Griffith .