Raby Castle, Park & Gardens 2024 results

Raby Castle, the iconic 14th century home of the Vane family in the heart of County Durham, instructed Silver Pear to deliver an ongoing strategic communications programme, showcasing the significant investment being made in making Raby the most notable experience for visitors of all ages in the region.​

The onus of the continued media outreach campaign was on family and community, reflecting Raby’s core values and focusing on sharing stories from Raby’s traditions, heritage and conservation alongside its seasonal events, focusing on the Castle, the Deer Park and the Plotters’ Forest Adventure Playground.​

Over 12 months, Silver Pear shared regular, positive, sustained and aligned news stories across regional outlets, placing Raby within the heart of the local community. This encompassed exciting events throughout the year, such as Raby’s thrilling Halloween and Christmas offerings, its new The Glittering North event, as well as exclusive insight from Raby’s key staff members and updates from the Estate.​

At a national level, we positioned Raby Estate as an innovator and forward-thinking attraction, looking to differentiate itself from its peers. The goal was to ensure that Raby continues to be something for its community to be proud of and the nation to have on their destination wish list.​

This outreach included garnering national mentions of the Castle’s exciting events offering and positioning it as a must-see attraction in the North East.​

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• Coverage highlights included The Times, The Guardian, Good Housekeeping, Prima and Independent.co.uk
• 804 pieces of media coverage with a reach of 4.8 billion
• 203 pieces of coverage in national consumer lifestyle titles
• 525 pieces of regional coverage
• 54 pieces of trade coverage
• The quality and sentiment of the coverage was high and extremely positive, driving footfall across events and castle visiting times