Longleat is encouraging the public to visit its Elizabethan stately home and safari park this summer with a whimsically musical campaign developed by creative agency Lovers.
The campaign will be showcased across TV, radio, out-of-home (OOH) and digital this summer and will encourage visitors to ‘book a day [they’ll] long to repeat’.
Set to a catchy 30-second tune, “I wanna go to Longleat”, the campaign focuses on the different types of visitors that can enjoying the attraction across the summer period.
At one point, the films depicts a rare Elizabethan painting winking in Longleat House, whilst elsewhere macaque monkeys scramble across a car windshield, interrupting a character’s train of thought – and there’s even a cameo from current Longleat resident Emma Thynn, or ‘Lady Bath’.
The campaign follows in the wake of a national decline in visitor attraction numbers due to the Covid-19 pandemic, cost-of-living crisis, and Brexit.
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“To stay at the top of our game we know we have to keep reminding audiences why they love Longleat, to earn those repeat visits and help new audiences discover us,” said Longleat marketing director Martin Keane.
“This campaign has been a chance to rebalance the picture a bit — we’re not just a Safari Park,” Keane added.
Lovers creative director Alex Ostrowski explained the important of capturing and conveying the “Longleat feeling” and not just simply “just showing the site.”
“One of the great things about Longleat is that you get up close to some mind-blowing creatures, but we wanted the campaign to tease that, not overplay it.
“Instead, we focused on the human experience of being at Longleat. That buzzy, ‘whole day ahead of you’ feeling that makes you wanna run off and do all these different things. Music was the perfect medium to express that,” Ostrowski concluded.
