Media Awards 2010: Best Travel and Leisure Campaign

Title: The Enchanted Place For Historic Royal Palaces
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Media agency: M2M
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Kensington Palace had a reputation as a tourist destination for Americans obsessed with Princess Di, but not a place that a cool, young Londoner would bother visiting.

Furthermore, a two-year refurbishment programme was forcing much of the palace to close. M2M created a campaign targeting "cool rejectors", who would not usually visit the palace, and "cultural families", who did not think it had much to offer children, to boost visitor numbers.

Tapping into the idea of fairytales and enchantment, the palace was promoted in a PR campaign targeting the style press, and through activity in titles such as the Guardian Guide London and Evening Standard. Time Out readers were targeted with a special offer and the campaign took in digital and Tube advertising.

Ticket sales exceeded targets with research showing that 86 per cent of people visiting had never been to Kensington Palace before.