Increasing Footfall for Longleat


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.
The brief was to re-engage with previous visitors and attract new audiences, particularly focusing on ABC1 families with younger to early teenage children.


  • Mosaic postcode data helped refine the standard ABC1 family audience into 8 audience profiles, heavily skewed to family audiences.
  • Using this audience profile data helped us reach emerging younger family audiences that were not a core focus pre-Covid.
  • Heavy index media allowed us to build a full-funnel multi-channel media strategy running across display, video, internet & social usage, OOH exposure & radio listening.
  • Upweight periods were focused on key school holiday periods.


A roaring success. All digital media drove a positive ROAS – even brand-led digital channels.


of total main season revenue from attributable media


cinema impressions (and +8% for radio) drove additional reach

higher YouTube CTR than industry average

If our Performance results have piqued your interest, get in touch to see how we can help your business growth.