CHRISTMAS AT RABY CASTLE

Christmas is a huge calendar moment for Raby Castle, Park and Gardens – as is the case for a lot of visitor attractions. Its Fireside Stories and family events in the castle grounds and at its woodland adventure playground are exceptionally popular and frequently sell out, but for 2025 Raby was keen to expand its festive events for an older audience.​

For the first time in 50 years, the medieval fortress decided to open its doors to show the castle decorated for Christmas.​

Taking place across eight ground floor rooms which were beautifully decorated for the celebrations, the experience told the story of Christmas Day at Raby Castle and took visitors on a remarkable journey through the family’s festivities. ​

Raby Castle at Christmas was designed by custodian and creative director, Lady Barnard, and featured elegantly decorated Christmas trees and beautiful floristry throughout, alongside items from the castle archives which previously hadn’t been seen before.​

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A multi-stage approach was vital to build momentum and anticipation for Raby Castle at Christmas in its opening year.​

Firstly, a long lead release was sent to consumer magazines, then to mid lead media. This was followed by an announcement release to regional publications which secured blanket coverage across this target media. We also sent a tailored release to trade and groups publications, plus a separate corporate push to business media.​

We arranged a first look press event to create a crescendo of positive coverage and sent out first look images ahead of the opening weekend. This PR activity was supported by regional competitions, a bespoke Northern Echo Camera Club visit and separate photographer and review visit access for multiple regional publications following the opening.​

We also tactically utilised additional Christmas releases, such as the dedicated Christmas Market push, to mention Raby Castle at Christmas again.​

• 172 pieces of coverage (including social and newsletter mentions) with a reach of over 152,000,000
• Broadcast coverage secured via ITV Tyne Tees, BBC Radio Tees and Newcastle, Nation Radio North East and Bishop FM​
• National consumer coverage achieved with Country & Town House, Love It, Checklists and Wildflower Magazine​
• Over 30 attendees for the first look press event resulting in positive follow up coverage​
• Positive trade and groups pick up including Blooloop and UKinbound
• Standout regional print articles in North East Living, Absolutely Yorkshire, Yorkshire Living, Luxe Mag and more​

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