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This year, as Blenheim Palace celebrates its 75th anniversary since opening to the public, it also embarked on its ambitious £12 million roof restoration project, the biggest conservation scheme in its 300-year history.
We were tasked to create a campaign to bring this monumental project into the spotlight - to help continue fundraising, raise awareness of why the work was taking place, and promote the new visitor experiences launched at the same time.
With a combination of history, heritage, and architectural precision, the project was an exciting opportunity to engage the media and harness celebrity partners, highlighting Britain's Greatest Palace’s commitment to preserving its legacy for future generations.
This was no ordinary restoration project. Beyond the scale and complexity, the challenge was to create a campaign that conveyed the significance of the work while offering a unique, behind-the-scenes experience for the media. Our team was responsible for organising an exclusive hard hat tour, where journalists and influencers were given access to the roof and other hard-to-reach areas, offering them an inside look at the restoration process. Guided by key experts like Kelly O’Driscoll, Head of Built Heritage, and Edward Lewis from Donald Insall Associates, the media were able to understand the intricate details of the £12 million renovation, which aims to protect priceless artworks and architectural treasures.
Due to the nature of the small spaces and access, numbers were limited, so we focused on one national print media, one broadcast and one trade title, with fantastic coverage from each, including a page lead in The Times newspaper.
The campaign also included the launch of Blenheim Palace’s 75th Anniversary celebrations, with a special appearance by designer, writer and TV presenter Kevin McCloud, who was one of the first to experience the newly designed Rooftop View platform—offering breathtaking views of the Capability Brown landscape. To tie in with the anniversary, the campaign included a unique photo opportunity to recreate the iconic image taken on the day Blenheim Palace first opened its doors to the public, allowing visitors and media alike to stand in the exact spot of the original photograph.
With multiple elements in play—from the exclusive hard hat tour and a giant 75th floral display for selfie moment, to the recreation of the original opening day queue in 1950 - we seamlessly coordinated the media outreach, logistics, and stakeholder management. The result was a comprehensive campaign that successfully amplified the significance of the restoration, reinforced Blenheim Palace’s brand as a cultural and historical landmark, and engaged a wide audience.
