Shakespeare Birthplace Trust is one of the UK's most significant and respected charitable heritage organisations, responsible for conserving and promoting Shakespeare's legacy in Stratford-upon-Avon primarily through his family houses and a globally unique collection of literary resources.
Opportunity
Spring and summer represent a peak opportunity for the family market. The Spring & Summer 2026 Family Campaign needed to speak warmly and compellingly to parents and carers and position Stratford-upon-Avon and the SBT experience as an unmissable, full-day out for the entire family. It had to communicate the breadth and value of the SBT offer - the properties, food, shopping, and the town, and feel like a genuine invitation, not a history lesson.
Solution
The campaign focused on three Shakespeare properties at the heart of the experience, each bringing Shakespeare's world to life in a warm and playful way.
I developed key campaign messaging including headlines, subheads and body copy and then adapted across different formats: digital, print/display, OOH, radio, and key website pages.
Reach and impact
According to the 2026 Survey Monkey summer campaign results, “it could be argued that the summer advertising campaign was responsible for 14k people attending (see graphic on right for context), who otherwise might not have come. Multiplied by the general admissions yield for July of £13.46 = £189k in ticket income.”