GRABBING ATTENTION
CLIENT
Longleat
TYPE OF CLIENT
Visitor Attraction
CATEGORY
Brand, Campaign, Digital, Content & Social
BRIEF
Longleat is the UK’s #1 Safari Park, but the commercial vision had expanded. The brief was to evolve the brand to support a bold new masterplan: launching luxury accommodation and a premium heritage offer. We needed to shift consumer perception from a functional "family day out" to a high-value, multi-day destination.
WHAT I DID
I guided a strategic brand refresh rather than a revolution, leveraging the estate's history to elevate the visual identity, culminating in a major Summer campaign (TV, OOH, Digital). We shifted the focus from animals to the human experience, using a specially crafted song to vocalise the wonder of the estate and connect with a broader demographic.
RESULT
The campaign successfully achieved revenue targets and repositioned the estate in the minds of the consumer. By balancing the thrill of the Safari with the grandeur of the Stately Home, we opened up new revenue streams in the luxury market. The work has future-proofed the brand, ensuring it remains relevant for families while successfully capturing the high-yield heritage and accommodation market.
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