NEWS: Stately home to go above the line after appointing agency

Highclere Castle, the historic home of the Earl of Carnarvon, is making its first significant foray into above-the-line advertising with the appointment of the Brand Development Company.

Highclere Castle, the historic home of the Earl of Carnarvon, is making

its first significant foray into above-the-line advertising with the

appointment of the Brand Development Company.



The agency’s brief is to triple the number of visitors to the house to

more than 70,000 next year.



A prominent feature of the advertising will be the house’s renowned

collection of artefacts from the tomb of Tutankhamun, which was

discovered by the fifth earl.



The appointment, made without a pitch, adds to the Brand Development

Company’s travel and leisure portfolio, which includes the Tunisian

National Tourist Office and Harewood House.



The campaign, backed by an initial budget of pounds 100,000, is a

shift away from Highclere’s traditional reliance on PR and word of

mouth.



It coincides with an extension of the the house’s opening hours during

the coming season and greater emphasis on the promotion of its corporate

entertainment facilities.