Here’s how we transformed their brand
Longleat were the very first drive-through safari park outside Africa, set in an Elizabethan country house and grounds. They’re a national treasure. But despite this, and partly due to the success of BBC’s Animal Park, they weren’t well understood beyond ‘just a safari park’. So, we helped them develop a clear brand narrative that revealed the uniqueness of Longleat and helped support their expansion plans.
As part of the highly competitive leisure market, it was important to position Longleat as an incomparible destination, underpinned by a true sense of place. We defined their role as somewhere that creates and curates memorable, immersive experiences. And so, the Astonishing Kingdom of Longleat was born.
Longleat holds a range of events to attract visitors in its ‘off season’. With so many ideas in one place, we helped them establish brand coherence — a common visual style and tone of voice — across the park, events and communications. This included a brand new ‘storytelling logo’, courtesy of the award-winning illustrator Andrew Gibbs. It all added a stronger sense of ownership over Longleat’s curated events, positioning them as distinct chapters in Longleat’s brand story. Plus, to maximise return, we carefully considered every point of the customer journey, from initial awareness and understanding of Longleat to converting those visitors to annual pass holders.
Predators Season was the first integrated campaign that encapsulated Longleat as The Astonishing Kingdom. It brought to life their new proposition, packed with British eccentricity, imagination — and dinosaurs! We launched it in Summer 2018 across TV, radio, online, in press and outdoor. You can take a look at the TV ad we created here. And as predicted, Predators Season was a roaring success, proving that The Astonishing Kingdom of Longleat was the perfect stage for countless stories, with many yet to be written.
Branding, Creative, Media, Social & PR, Strategy