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Harlaxton Manor

Discovering a historic house beyond imagination

SERVICES

PR Strategy, Digital PR, Copywriting, Crisis Communications, Social Media

“The Carrington team is always full of great ideas, really helpful, friendly and they’ve helped us to increase the number of events we’ve hosted.”

Bethan Price
Events Manager at Harlaxton Manor

Results

41 press mentions in 12 months

377k estimated coverage views online

373k estimated broadcast media audience

4,000+ visitors

The Brief

The team at Harlaxton Manor hired us to support their ‘Opening Harlaxton Project’ which aimed to create more opportunities for people to visit and explore the incredible 19th century property near Grantham in Lincolnshire.

Primarily serving as an overseas study centre for an American university, the manor was normally closed to the public and had done little UK-targeted marketing previously and past open day events had been hosted without wider publicity.

It was crucial that marketing and PR efforts were supportive of the manor’s private wedding and event hire functions, and that the brand would be suitable for evolving plans for the future. It was also important that the project made use of an existing website and remained true to the established elements of the Harlaxton Manor brand.

Harlaxton Manor

Our Approach

Working with the manor’s events manager and the management team of Harlaxton College, we began with a thorough evaluation of the manor’s existing branding, by conducting a review of competitors and comparators across the UK and making use of market research carried out by a third party.

We worked with the manor on a series of recommended actions, including the design of new branding and visual identities, new taglines and keyphrases, the reorganisation of social media profiles, and an overhaul of the existing website. For this, we devised new page structures and layouts and we supplied new text for every page.

We then worked with the manor to devise a PR strategy based around opening events and ‘seasons’, targeting a local and regional audience while also helping to build stronger relationships with people in the immediate area through door to door letterbox marketing and exclusive invitations/offers.

Meanwhile, we also supported the manor with crisis communications planning to ensure it was prepared for a broad range of possible complications and disruptions, including last minute and on-the-day event cancellations.

Highlights of our support include appearances on BBC East Midlands Today, BBC Radio Lincolnshire, BBC Radio Nottingham, Notts TV and a wide range of local newspapers and websites.

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