In a world where theme parks, gaming and general apathy are your competitors, English Heritage needed to bring history to life for a younger audience in order to increase the number of families visiting its 400 historic sites across the country.
How we helped do the right thing
We worked with English Heritage to appoint its first ever CEO (Child Executive Officer). We ran a nationwide search for this position, asking children to describe the one thing from history they wish they could do today.
From training to be a Roman gladiator at Hadrian’s Wall to battling real-life knights at Eltham Palace, we received over 500 history-inspired wishes from children. These were brought to life in a series of over 100 events at English Heritage sites over the school summer holidays.
What happened next
Eight-year-old Thea Hunt won our search for the Child Executive Officer position and took the reins at English Heritage for the summer.
This immediately made national headline news and Thea was invited onto BBC News to talk about her plans.
The integrated campaign, which ran across social, eCRM, experiential and PR delivered awareness, inspiration and a compelling, time-sensitive reason to visit English Heritage sites.
English Heritage achieved a staggering 37% year-on-year increase in family visits.
The campaign gained over a billion impressions as a response to the coverage generated over the course of the campaign, of which 100% was positive and English Heritage branded.
Most recently, the campaign won Culture, Media and Sport campaign of the year at the PR Week Awards 2016.
increase in family visits YoY