Longleat’s Summer: An Enchanting Adventure Awaits This Summer
Longleat is laying on the red carpet this summer, enticing people with its zany musical campaign. The campaign, which the creative company Lovers created, goes beyond conventional advertising by adorning TV, radio, outdoor, and digital platforms. “Book a day you’ll long to repeat,” was the message. And you’ll realise why once you’ve experienced Longleat’s allure.
To encourage people to visit its Elizabethan mansion and safari park this summer, Longleat is starting a new marketing campaign. The 30-second commercial, which is part of the campaign, emphasises the various visitor demographics that can enjoy the attraction throughout the summer.
The COVID-19 pandemic, the cost-of-living crisis, and Brexit have all contributed to a national decline in visitor attraction numbers, which the campaign aims to reverse. The campaign, according to Longleat’s marketing director, Martin Keane, is an opportunity to “rebalance the picture a bit” and demonstrate that Longleat is more than just a safari park.
Alex Ostrowski, the creative director of Lovers, emphasised the significance of capturing and expressing the “Longleat feeling” as opposed to “just showing the site.” According to him, the campaign emphasises the human experience at Longleat, “that exhilarating feeling of having the whole day ahead of you, which makes you want to run off and do all these different things. It was the ideal time to express that through music.”
Longleat’s Whimsical Musical Campaign
The campaign’s catchy theme song, “I want to go to Longleat,” lasts for 30 seconds. You’ll find yourself singing along and possibly longing for an adventure at Longleat after hearing the song.
To encourage people to visit its Elizabethan mansion and safari park this summer, Longleat has started a new marketing campaign. The 30-second commercial, which is part of the campaign, emphasises the various visitor demographics that can enjoy the attraction throughout the summer.
The “I Wanna Go to Longleat” advertising campaign shows a variety of people having a good time at Longleat, including families, couples, and solo travellers. Emma Thynn, aka “Lady Bath,” who currently resides at Longleat, also makes a brief appearance in the advertisement.
This summer, the campaign is being advertised on TV, radio, out-of-home (OOH), and digital platforms.
Creative agency Lovers created the campaign with the goal of capturing the “Longleat feeling” rather than “just showing the site.” According to them, the campaign emphasises the human experience at Longleat, “that exhilarating feeling of having the whole day ahead of you, which makes you want to run off and do all these different things. It was the ideal time to express that through music.”
The public has responded favourably to the campaign, with many remarking on how memorable the song is. Additionally, the campaign has received praise for its upbeat and uplifting message.
Longleat is hoping that the campaign will increase summer visitor volume. The COVID-19 pandemic, the cost-of-living crisis, and Brexit have all had an impact on the attraction, and the campaign is seen as a way to draw in new customers and promote repeat visits.
The initiative is a fantastic illustration of how music can be used to produce a successful and captivating marketing campaign. The campaign’s emphasis on the human experience is a welcome departure from the more conventional marketing messages that we frequently see, and the catchy song is sure to stick in people’s heads.
The campaign is successful, in my opinion. It’s catchy, upbeat, and perfectly expresses what it’s like to visit Longleat. It will undoubtedly increase the number of visitors this summer.
Who is Encouraged to Visit Longleat?
The campaign specifically targets a wide range of people. Everyone, from young couples to senior citizens, is invited to explore and take advantage of the many attractions that Longleat has to offer. It’s not just for families.
Highlights of Longleat’s Summer Attractions
The marketing campaign deftly highlights a few iconic sights, including a cheeky macaque monkey scaling a car windscreen, a playful wink from a painting in the magnificent Elizabethan Longleat House, and the iconic Emma Thynn, also known as ‘Lady Bath’, a current Longleat resident.
Emma Thynn, Lady Bath: The Familiar Face of Longleat
Lady Bath gives the campaign a unique touch. Her presence gives Longleat the appearance of being a warm, inclusive place that resembles home.
Longleat: Not Just a Safari Park
The campaign emphasises that Longleat is more than just a safari park, according to Martin Keane, marketing director at Longleat. It is an incomparable combination of history, nature, and culture.
The Challenges Faced by the Visitor Attraction Sector
This initiative is a daring response to the decline in tourism brought on by the COVID-19 pandemic, rising living expenses, and the effects of Brexit. However, Longleat is eager to defy the trend and retake the top spot in the sector.
The Making of Longleat’s Summer Campaign
The Lovers creative team is responsible for this captivating campaign. They have taken care to convey the elusive “Longleat feeling” as well as the site itself.
The Role of a Creative Agency, Lovers
Alex Ostrowski, creative director at Lovers, explains their methodology. Instead of just highlighting the attractions, they have concentrated on the poignant human encounters that make a day at Longleat so memorable.
The Longleat Feeling
The anticipation and excitement of the “whole day ahead of you,” of which Ostrowski speaks, is what Ostrowski refers to as the “Longleat feeling” and what motivates one to engage in as many activities as possible.
The Unique Experiences at Longleat
This strategy produced a campaign that highlights Longleat’s distinctiveness. Without overplaying this aspect, it teases visitors with the chance to get close to amazing creatures.
Why Visit Longleat this Summer?
The marketing campaign encourages potential guests to explore Longleat’s diverse array of historical and natural attractions.
Getting Up Close With Mind-Blowing Creatures
Visitors to Longleat have a unique opportunity to experience exciting and educational interactions with a variety of wildlife.
Experiencing the Exciting Atmosphere
The campaign creates a “Longleat feeling” by generating excitement, anticipation, and pure joy from exploration.
The Appeal of Longleat to New and Repeat Visitors
For those new to Longleat, the campaign is an open invitation to discover its attractions. For past visitors, it’s a reminder of what made them fall in love with Longleat and a call to experience it again.
Longleat: The Place to Be This Summer
Longleat’s Summer :Longleat is undoubtedly the place to be this summer. It will definitely give you a day that you’ll want to repeat thanks to its imaginative campaign and assortment of attractions. Why not choose Longleat as your summer vacation destination?
Frequently Asked Questions
What is the main focus of Longleat’s summer campaign?
The campaign aims to highlight Longleat as a unique destination with historical, ecological, and cultural components, rather than just a safari park.
What can visitors expect at Longleat?
Expectations for visitors include the opportunity to interact closely with amazing wildlife, take in the splendour of an Elizabethan stately home, and take part in a variety of activities and events.
Who developed the Longleat campaign?
The summer advertising campaign for Longleat was created by the design firm Lovers.
Who is ‘Lady Bath’?
Emma Thynn, also known as Lady Bath, resides at Longleat and is featured in the summer campaign.
Why should I visit Longleat this summer?
You won’t find a more distinctive combination of experiences anywhere else than at Longleat. It promises a day you’ll long to repeat, with wildlife interactions and historical insights.