{"id":225266,"date":"2023-04-26T12:34:38","date_gmt":"2023-04-26T12:34:38","guid":{"rendered":"https:\/\/smithfieldagency.com\/?post_type=project&#038;p=225266"},"modified":"2023-05-09T15:12:11","modified_gmt":"2023-05-09T15:12:11","slug":"longleat","status":"publish","type":"project","link":"https:\/\/smithfieldagency.com\/project\/longleat\/","title":{"rendered":"Increasing Footfall for Longleat"},"content":{"rendered":"\n[et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; admin_label=&#8221;Planning for Performance&#8221; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#63C790&#8243; background_image=&#8221;https:\/\/smithfieldagency.com\/wp-content\/uploads\/2023\/04\/cs-longleat-banner.jpg&#8221; height_tablet=&#8221;&#8221; height_phone=&#8221;270px&#8221; height_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;24vh||28vh||false|false&#8221; custom_padding_tablet=&#8221;14vh||14vh||false|false&#8221; custom_padding_phone=&#8221;7vh||7vh||false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; admin_label=&#8221;Smithfield Difference&#8221; _builder_version=&#8221;4.20.4&#8243; background_enable_color=&#8221;off&#8221; background_enable_image=&#8221;off&#8221; background_size=&#8221;contain&#8221; background_position=&#8221;center_right&#8221; custom_padding=&#8221;5vh||6vh||false|false&#8221; custom_padding_tablet=&#8221;4vh||4vh||false|false&#8221; custom_padding_phone=&#8221;1vh||1vh||false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;1_2,1_2&#8243; _builder_version=&#8221;4.20.4&#8243; custom_padding=&#8221;|||&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;right&#8221; animation_intensity_slide=&#8221;1%&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.21.0&#8243; text_font=&#8221;||||||||&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_font_size=&#8221;50px&#8221; header_2_line_height=&#8221;1.1em&#8221; custom_margin=&#8221;29px||20px|||&#8221; header_2_font_size_tablet=&#8221;48px&#8221; header_2_font_size_phone=&#8221;33px&#8221; header_2_font_size_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221;]<h2>Increasing Footfall for Longleat<\/h2>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.20.4&#8243; text_font_size=&#8221;16px&#8221; text_line_height=&#8221;1.8em&#8221; header_3_font=&#8221;||||||||&#8221; header_3_font_size=&#8221;25px&#8221; header_3_line_height=&#8221;1.4em&#8221; width_tablet=&#8221;100%&#8221; width_phone=&#8221;100%&#8221; width_last_edited=&#8221;on|phone&#8221; custom_margin=&#8221;||||false|false&#8221; header_3_font_size_tablet=&#8221;22px&#8221; header_3_font_size_phone=&#8221;22px&#8221; header_3_font_size_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221;]<h3>Challenge<\/h3>\n<p>The UK market for full-day family experiences is ever more competitive. Longleat engaged Smithfield to drive awareness of its 2022 main season and events, to increase footfall and pre-booked ticket sales using paid media.<br \/>The brief was to re-engage with previous visitors and attract new audiences, particularly focusing on ABC1 families with younger to early teenage children.<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_video src=&#8221;https:\/\/smithfieldagency.com\/wp-content\/uploads\/2023\/04\/Longleat.mp4&#8243; _builder_version=&#8221;4.20.4&#8243; _module_preset=&#8221;default&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_video][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.20.4&#8243; custom_padding=&#8221;|||&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;right&#8221; animation_intensity_slide=&#8221;1%&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.20.4&#8243; text_font_size=&#8221;16px&#8221; text_line_height=&#8221;1.8em&#8221; header_3_font=&#8221;||||||||&#8221; header_3_font_size=&#8221;25px&#8221; header_3_line_height=&#8221;1.4em&#8221; width_tablet=&#8221;100%&#8221; width_phone=&#8221;100%&#8221; width_last_edited=&#8221;on|phone&#8221; custom_margin=&#8221;||||false|false&#8221; header_3_font_size_tablet=&#8221;22px&#8221; header_3_font_size_phone=&#8221;22px&#8221; header_3_font_size_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221;]<h3>Planning<\/h3>\n<ul>\n<li>Mosaic postcode data helped refine the standard ABC1 family audience into 8 audience profiles, heavily skewed to family audiences.<\/li>\n<li>Using this audience profile data helped us reach emerging younger family audiences that were not a core focus pre-Covid.<\/li>\n<li>Heavy index media allowed us to build a full-funnel multi-channel media strategy running across display, video, internet &amp; social usage, OOH exposure &amp; radio listening.<\/li>\n<li>Upweight periods were focused on key school holiday periods.<\/li>\n<\/ul>\n<h3>Performance<\/h3>\n<p>A roaring success. 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