Marketing Support for Lincoln Castle Revealed

Marketing Support for Lincoln Castle Revealed

We are seeking an agency to provide general marketing support for the launch of Lincoln Castle from November 2014 – December 2015.


Lincoln Castle Revealed: Marketing Campaign
Awarding body Procurement Lincolnshire



EST. START DATE: 10/11/2014
EST. END DATE: 31/12/2015


We are seeking an agency to provide general marketing support for the launch of Lincoln Castle from November 2014 – December 2015.

LCR is an ambitious £22m project, generously supported by the Heritage Lottery Fund, which combines substantial restoration with the creation of new visitor attractions offering both improved access and a world-class visitor experience. It will launch in 2015, to coincide with the 800th anniversary of Magna Carta.

The project title says it all: Firstly, areas of the castle will be revealed to the public for the first time in decades. Secondly, Lincoln Castle has a dramatic heritage, at the forefront of national events; many people have lived and worked at the castle, over 1000 years of continuous occupation – now these stories will be eloquently revealed as never before. Finally, evidence from archaeological digs will also reveal new perspectives about the castle’s turbulent medieval, and Roman history for the first time.

We are seeking a full-service marketing agency to deliver an integrated approach across the full marketing mix (excluding PR), providing support for the launch of Lincoln Castle and for the achievement of ambitious admissions and income targets. The successful agency should provide a one-stop shop solution, although specialist elements of the brief can be sub-contracted. The contract is two-fold:

1. Develop a creative image for the castle that can be used to promote the castle to target markets. We have a logo (see attached Brand Guidelines (Appendix 3) – but please note that we are not using the individual icons), but need to develop a “look and feel” for the site and its individual attractions which will each have their own personality. Develop the castle’s brand proposition of quality, integrity, authenticity while promoting a great and worthwhile day out and appealing to both family and intergenerations, hands on activities and a variety of experiences. The Creative needs to refer to the target markets identified in the Marketing Plan – see below. The Creative can feature photography; design and text (see attached (Appendix 3) for the wording we have agreed for threshold signage to draw visitor interest and curiosity to induce a paying visit). This Creative is expected to be applied to promotional print, advertising and digital.

2. Develop a costed marketing plan for the launch year, to re-position the castle for people who already know it, as a significantly improved offer: new spaces open (male prison, new Magna Carta vault, with significant new interpretation (films, digital inter-actives, panels, audio guide) created by some of the best in the field of interpretation, to drive consumer leisure and educational audiences. Also to project manage key aspects of the marketing plan, including guiding the purchasing of media, the supply of creative for media and support for project landmarks such as the public re-opening of the castle on 1 April 2015 and the event programme.

Additional information

Contract Type One off
Procurement Process Quotation
Estimated ValueTEXT DESCRIPTION Maximum Value of £70,000 however we would expect bids to be much lower
Category Advertising, Public Relations & Image, Market Research,
CPV codes 79000000,
Suitable for SME YES


15 October 2014

5 days


27 October 2014

17 days


Procurement Lincolnshire
Vasos Melides
01522 552541