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Longleat Safari Park

Big idea sees Longleat choose Bray Leino

We've teamed up with Longleat, the leading UK family attraction and first Safari Drive-Through outside Africa, ahead of its 50th anniversary year in 2016. The park attracts around 1m visitors a year.

Following a brand identity update and a number of senior appointments, the Longleat team felt that the eve of the park’s 50th year was a perfect time to look for an agency that could support them through this time of change and maximise the opportunity it brings.

With twelve months of celebrations already planned to leverage the milestone year, they want to amplify the anniversary theme through multiple channels while promoting the programme of Longleat events. The ability to deliver a versatile big idea that could overarch this strategy was fundamental to the competitive pitch process.

As a result, we've been appointed. Our role is to deliver and bring to life the big idea, along with a multi-layered promotional strategy that will incorporate all elements of the brief.

It was clear from the first meetings that our two organisations share a number of key values, like heritage, collaboration and fun. The Longleat team have asked us to celebrate the unforgettable experiences the park offers, while portraying its wholesome family environment, where visitors are largely free to explore and learn.

Longleat Marketing Director Alex Lloyd said: “Bray Leino’s range of capabilities and their creative platform, plus their understanding of the commercial requirements, underpins our decision. We have a real opportunity with the 50th anniversary to bring a true sense of authenticity and wonder back in to our comms and we felt they were best placed to do this.”

Bray Leino CEO Kate Cox said: “Longleat is a major attraction in our region and a firm favourite with the Bray Leino team. The strategic and creative work that went into winning the pitch was outstanding. We’ve laid some great foundations and I’m really excited about the potential of the partnership”.

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