Belvoir Castle Adventure Playground

Belvoir Castle Adventure Playground

Belvoir Castle Adventure Playground

The Brief

Belvoir Castle, in the heart of rural Lincolnshire, approached Silver Pear to assist in organising and publicising the launch of its highly anticipated Adventure Playground at the famous 19th century castle.

The brand new four-acre sustainable playground, the vision of Lady Alice Manners, was inspired by the Castle’s iconic architecture and fascinating history, bringing together beloved family stories, passed down from generation to generation.

Complete with a replica of HMS Resolution, the ship captained by Belvoir descendant Lord Robert, and a duplicate of Belvoir Castle’s famous tower, each element of the playground was designed to highlight the excitement and fundamental benefits of outdoor play.

The Approach

A three-month campaign saw the organisation of an official launch of this beautiful playground, putting the local community at the heart of the outreach.

A competition with local schools was held, with children encouraged to draw their dream playground, to win the opportunity to be the first lucky few to play in the playground.

With three winners from three local primary schools selected to scoop up the coveted prize, they brought their classmates to spend the morning in the playground, before it opened to the general public. Media interviews took place during the morning session with members of the school community and Belvoir senior management team.

In addition to the schools competition, a regional and national media outreach campaign was undertaken to secure coverage in the run-up to the launch, and to mark the competition results.

Following the launch, Silver Pear shared beautiful images and video content from the school’s visit and playground opening with local media.

The Results

51 pieces of coverage, with a reach of over 92,000,000.

8 pieces of national coverage, with a reach of over 66,000,000, including Sheerluxe, Country Life, Fun Kids Radio & MSN.

41 pieces of regional coverage, with a reach of almost 27,000,000, including Grantham Journal, Lincolnshire Live, Rutland & Stamford Mercury, Leicestershire Live, Notts TV & BBC Radio

A truly successful launch from which the Belvoir Castle Adventure Playground has continued to grow in popularity.