Fountains Abbey & Studley Royal

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30% of visitors to Fountains Abbey & Studley Royal make it only as far as the Abbey, missing out on the beauty of the estate which is a World Heritage Site. To encourage visitors to venture further and stay longer, the National Trust team commissioned a three-year contemporary art programme – ‘Folly!’.

Anita Morris Associates brought on board, following a competitive pitch, to work alongside the in-house team for the second year of the campaign which included two new commissions by key British artist Mat Collishaw. Our track record of working with arts

and cultural projects, as well as our knowledge of the key local and regional media stood us in good stead to deliver a campaign that would raise awareness of the wider offer across the estate, giving more reasons for new visitors to pay attention and for existing visitors to stretch their legs.

We achieved coverage in target media locally, regionally and nationally, across broadcast, print and digital, including on BBC Look North, which reached new, culturally engaged audiences. Visitor number to ‘Folly!’  increased from 11,000 in 2015 to 28,000 in 2016.