Nottingham Castle Trust

Brief

We were challenged with raising local, national, and international awareness of the reopening of Nottingham Castle following a £30 million restoration. This not only included an outstanding press launch, consistent positive press coverage, but ongoing consultancy during a pandemic hit year and stakeholder engagement.

Approach

During the initial months we built strong media relationships with national and regional journalists, offering exclusives and working closely with them to ensure they achieved all they wanted from the long-awaited open day.

In addition to running a responsive press office, key media hits were strategically chosen and issued to generate excitement and to continually push traffic to the Castle website and social media channels, particularly during the launch of tickets. For instance, the reveal that Georgian monkey bones were discovered on site gained global attention, reaching as far as New York via Archaeology Magazine.

Constant communication with funders and stakeholders was key, establishing processes to ensure all parties were represented during the countdown.

The initial launch campaign cumulated with the Castle opening on 21 June with a focus on getting national and regional press on site to continually promote that the famous gatehouse was now open to the public.

Results 

The proof is in the pudding – here are the results achieved from March to July 2021.

More than 300 pieces of online, print and broadcast coverage that reached a mass audience of more than 76,000,000​ through national, international, and regional media outlets – with peaks of website traffic increases corresponding with key pieces.

Positive relationships with gold media titles like The Sunday Times, Waitrose Weekend, The I, Guardian, Daily Mail, Homes & Antiques, BBC History Revealed, The Sun, BBC Radio 4 and BBC Breakfast (to name a few).

Outstanding media hits including a full morning of Good Morning Britain on site and BBC Radio Nottingham achieving a full 12-hour broadcast – the longest simultaneous show in its history.

Positive relationships continue to pay dividends with ongoing media exposure in publications such as National Geographic, This England, and opportunities such as a full episode on the popular podcast Dan Snow’s History Hit.

“Opening a major attraction is challenging at the best of times, but advice and guidance is even more appreciated during a global pandemic! Partnering with Cartwright gave my team this support and consultancy, in addition to national and regional media attention in every title we could have wanted”

Alexandra Broughton​ – Nottingham Castle Trust

This website uses cookies

We inform you that this site uses own, technical and third parties cookies to make sure our web page is user-friendly and to guarantee a high functionality of the webpage. By continuing to browse this website, you declare to accept the use of cookies.