Leeds Castle

When Leeds Castle changed their pricing structure in 2006, allowing visitors buying a standard day ticket to visit free for the rest of the year, Zest was called on to create awareness of this message via a strategic advertising campaign.

The challenge for the agency was to come up with a campaign that would communicate the offer in one simple proposition to encourage people to regularly visit the castle all year round – increasing footfall and revenue in turn. Zest proposed an annual pass, giving visitors a sense of ‘ownership’. Since the launch of the ‘Key to the Castle’ campaign – Leeds Castle has seen its visitor figures increase year on year, exceeding targets well before year-end and creating a dedicated, loyal and local visitor base, returning time and time again.

The brand and campaign creative has developed subtly over recent years, culminating in a brand refresh for all marketing communications in 2010. The new look creative was well-received and continues to grace the pages of the regional press and leaflets landing on 250,000 door mats throughout the county and further afield. Broadcast media continues to feature heavily for the castle. Inspiring creative, effective cross-platform media planning and a strong client/agency working relationship have combined to make this account great.

Since the launch of the campaign and the Key to the Castle annual ticket, Leeds Castle have achieved visitor figures in excess of half a million a year, with 2009 being their record breaking season at a staggering 620,000 visitors.