Blenheim Palace is re-assessing its marketing strategy to emphasise its role as a visitor attraction rather than a historical site.
It has appointed integrated agency Frontroom to handle its above-the-line marketing campaign for Blenheim Palace, the birthplace of Sir Winston Churchill in Oxfordshire.
This is the first time that Blenheim Palace has taken on an external agency to manage its advertising. Frontroom was recruited following a four-way pitch.
The campaign will support a £1.5m investment in the new visitor attraction called Blenheim Palace: The Untold Story to be launched on May 5. It will encompass a historical tour through the eyes of a loyal servant, Grace.
The promotional drive will cover press, outdoor and radio advertising to highlight activities taking place at the palace throughout the year. Frontroom received the remit of bringing to life a “personality” that reflects the Blenheim Palace brand and supports the tagline of “Britain’s Greatest Palace”. The campaign is required to strike a balance between allowing visitors to feel a connection with the palace while also being in awe of it.
Frontroom managing partner Lau Glendinning says: “We have plenty of experience in dealing with premium brands and our heritage in the leisure industry certainly gave us a good foothold with this challenge.”
Blenheim Palace is home to the 11th Duke of Marlborough and is set in more than 2,000 acres of parkland. The palace was created a World Heritage Site in 1987 and is a member of the Historic Houses Association.
Frontroom’s other clients include Sega, Konami, Think Bingo, John Frieda and the Disney Channel.