Velo has been re-appointed to digital brief, after a record year of visitor numbers to Hever Castle. - Velo
Velo has been re-appointed to digital brief, after a record year of visitor numbers to Hever Castle.
London – Velo has been reappointed by Hever Castle, the childhood home of Anne Boleyn based in Kent, as their digital content and marketing communications agency after a receiving over 319,000 visitors in 2016, their best numbers since 1997.
Velo carried out a varied campaign during 2016 for the 700 year old attraction, including an eCRM program and paid media campaign to encourage visitors to return to this stunning historic attraction. The overall aim of the campaign was to drive annual membership retention and build on day ticket numbers for events.
Sarah Cole, Marketing & Communications Manager for Hever Castle & Gardens said: “Our eCRM activity has delivered a record number of annual memberships and recent events have grown by up to 40%.”
Velo created an eCRM campaign that utilises data from Hever Castle’s existing booking system (Merac). This involved sending emails to all annual members, increasing the number of annual pass purchases by 12% and increasing the use of these passes by 13%.
Regular emails were also sent out to newsletters subscribers, keeping them up to date with all the latest events and encouraging them to purchase day tickets. Overall 1,584,961 emails have been sent since the campaign started.
The paid media side of the campaign involved Google adverts supported by a photo session with 2 Instagram photographers to take unique shots of the castle. These pictures were then posted on their accounts receiving some of the largest Instagram followings in London.
Overall, the campaign resulted in a 25% uplift in the number of Hever Castle’s Instagram followers overnight and 50% within a week. In total, the pictures taken by the photographers received 32,000+ likes.
Hever Castle experienced a year on year increase of 7%, welcoming 319,308 visitors. The increase was seen across the board with greater numbers of day visitors, private guided tours and bed and breakfast guests.
“Hever Castle is one of Kent’s best loved tourist attractions, and one of the most beautiful examples of British history. With more campaigns planned, we are excited to see what 2017 holds for this magnificent British castle” said Paul Crabtree, MD of Velo.
About Hever Castle & Gardens
Dating back to the 13th century, Hever Castle was once the childhood home of Anne Boleyn, second wife of Henry VIII and Mother of Elizabeth I. The splendid rooms contain fine furniture, tapestries, antiques, an important collection of Tudor paintings and two prayer books inscribed and signed by Anne Boleyn herself.
The beautiful gardens at Hever Castle were laid out between 1904 and 1908 and include a spectacular areas such as an Italian Garden with classical statuary, a Rose Garden, Tudor Garden, Sunken Garden and a Loggia overlooking a 38-acre lake. Within the grounds of the Hever Castle estate there are also opportunities to stay the night, host an event or even play golf.
Velo is a London based digital agency. We work hard and play hard - delivering our best work to the biggest professional services companies through to the brightest in the performing arts.
Founded in 2010, we always blend enthusiasm and intelligence with creativity and technical brilliance to produce great work that works. Whether it be content or communications, it is always produced in-house in our SE1 headquarters. Clients include Babcock, Cisco, Experian, London Symphony Orchestra, RADA and Universal Music.