Case Study – Historic Royal Palaces
Print Distribution Campaign 2015 – 2016

The Campaign

In February 2015, London Calling organised a large print distribution campaign to promote Historic Royal Palaces (HRP) for a year-long period beginning in April 2015. Throughout this campaign, we worked closely with our sister company Culture Calling to provide coverage outside of London as well as across the capital.

HRP were looking to draw visitors to their venues the Tower of London, Hampton Court Palace, Banqueting House, Kensington Palace and Kew Palace as well as advertise the various events and activities they had running throughout the year. Their print campaign was a sizable undertaking involving distributing print across numerous and varied distribution networks around London and nearby counties. In total nearly 700,000 pieces of print were displayed over 250 of London Calling and Culture Calling’s print run ‘units’.

Historic Royal Palaces

HRP had designed 23 pieces of printed marketing material to distribute throughout the year; 9 main pieces of print to advertise their London locations, with another 14 pieces of print relating to specific events taking place at the venues. Each piece of print needed to reach a specific target audience. In response to these needs, London Calling created a complex campaign plan which placed HRP’s marketing materials in thousands of the most relevant venues across London and the home counties.

 

Hampton Court Palace and Gardens

Hampton Court Palace is a good example of the complex distribution campaigns created by London Calling to advertise each HPR venue. HPR wanted to engage two key markets with their print for Hampton Court Palace; a local market of people living and working near to the Palace as well as an overseas market of tourists looking for attractions to visit while in the UK. In response to this brief, we placed the Hampton Court Palace print in extensive networks of high-quality venues across a number of London neighbourhoods surrounding the palace as well as relevant neighbourhoods outside of London. We also used a number of our most popular cultural network runs such as ‘Museums & Heritage’, ‘Tourist & Leisure’ and ‘Heart of London’. This ensured that the Hampton Court Palace print was on display in key visitor attractions across London, ideal for targeting the overseas tourism market.

For Hampton Court Palace Gardens, HRP wanted to reach and engage garden-lovers, so we suggested displaying this print in garden centres across London and nearby counties including Surrey, Berkshire, Buckinghamshire, Sussex and Hampshire. We also included this print in our Culture Pack handouts at Chelsea Flower Show and Wimbledon to reach and engage the perfect target audience.

Hampton Court Palace and Gardens

The Results

We saw a very positive response to the HRP print we distributed. Across the whole campaign, approximately 90% of the print was picked up, with many of the pieces of print achieving pick-up rates of 95-100%. The consistently high pick-up rates seen across all 23 pieces of print demonstrate that the venues and networks recommended by London Calling were successful in reaching an audience receptive to and engaged by HRP’s marketing message.

HRP were very pleased with the results of this print campaign, and reported a distinct rise in visitor numbers which they were able to directly trace back to the London Calling print distribution campaign:

Print display for Historic Royal Palaces spacer “Pleasingly, there was a 3% increase in the percentage of visitors to the Tower who cited leaflets as a source of encouragement to visit. In terms of volume, it works out at an impressive 19,000 visitors more than summer 2014, the highest since 2011. Overall, leaflets encouraged 40k people to visit the three sites over July and August, which was up from 26k in 2014. This proves that leaflets are still an important part of the marketing mix.”– Kim Savage, Historic Royal Palaces.

 

Other Clients We Work With

We work with many of London’s largest and most prestigious visitor attractions (including the Victoria and Albert Museum, Underbelly, Royal Opera House, The British Museum, Disney and more) however, we are also able to arrange affordable and effective distribution campaigns for organisations of any size.

 

Distributing Print Marketing Materials with London Calling

If you are interested in finding out how your organisation can take advantage of London Calling’s extensive print distribution networks and industry expertise, get in touch with our friendly Client Services team for a no-obligation quote! Give us a call on 0207 275 7225 or email sales@londoncalling.com