Langley Abbey Launch Case Study

8th June 2010 saw Breathe Media work with Norfolk’s leading journalists to launch Langley Abbey – a 12th century abbey located on the Norfolk Broad’s that had been restored with financial backing from Natural England and additional support from English Heritage. 

The Brief:

Given two weeks to plan and execute a media campaign, Breathe Media was required to generate media exposure throughout Norfolk for this new tourist attraction. Key to the project was to promote the strong partnership between the owners, Natural England and English Heritage, as well as promoting the on-site produce shop and tea-room. 

Breathe Media liaised with English Heritage and Natural England to secure spokespeople for the launch day and developed press information that represented all three brands effectively.

The Audience:

The owners of Langley Abbey aim to attract the over 50s age group living in Norfolk, and also see potential interest from local families. 

The Strategy:

Integral to the success of this focussed media campaign was to secure coverage in reliable Norfolk based print publications, as well as on local television and radio in order to reach the target market.  

Breathe recommended focussing on BBC radio since this has a more mature audience than other stations within the region. However, Breathe wanted to ensure that no broadcast media was neglected and maximised opportunities for an online presence in order to attract additional visitors.

The Results:

Broadcast, print and online media coverage was generated throughout the Eastern region, including:

·         Live and pre-recorded interviews with all three stakeholders on BBC Radio Norfolk throughout the day

·         A news feature including interviews with the owners and Natural England on ITV Anglia  

·         A news piece with footage of Langley Abbey voiced by one of the presenters on       BBC Look East 

·         A feature in the Eastern Daily Press with supporting photography and interviews with all the stakeholders, which was published on the day following the launch www.edp24.co.uk/content/edp24/news/story.aspx

·         A full page feature in the Beccles and Bungay Journal on the Friday before the launch weekend featuring photography and interviews with key stakeholders 

·         Online presence on radio and other media websites throughout the region

An additional follow up feature focussing on Norfolk’s treasured buildings will be appearing in EDP2 in July.

For a modest budget, Langley Abbey benefited from extensive regional exposure to its target audience.

www.langleyabbey.co.uk

 

 

Published by Breathe on Wednesday, Jun 9 2010.