Partner Article

Beaulieu unveils new brand positioning - Five by Five

Five by Five works with Beaulieu on new brand positioning and first ever user generated campaign

Launch marketing agency Five by Five has worked with award winning family visitor attraction Beaulieu, to launch a brand positioning that builds on its appeal as a ‘must visit’ family attraction in the New Forest.

Five by Five has built a new, confident voice for Beaulieu that celebrates the sheer variety of activities the attraction has to offer, which is unlike anywhere else in the country. Known largely for its National Motor Museum, Beaulieu has a host of other attractions including the Palace House stately home, ruins of Beaulieu abbey, England’s oldest monorail as well as temporary exhibitions, festivals and more.

To bring this new positioning to life and to give it an authentic voice, Beaulieu is placing its visitors at the centre of its first ever TV ad via a user generated content campaign. Called #MyBeaulieu, at its heart is a competition asking visitors to share their favourite memories, pictures or videos from their visit to Beaulieu using the hashtag via Facebook, Instagram and Twitter.

The best entries to the competition win an annual pass to the attraction, as well as featuring in Beaulieu’s first ever nationwide TV ad.

Speaking of the activity, senior marketing manager at Beaulieu Enterprises Ltd at Beaulieu said: “Beaulieu is all about the unexpected surprises and variety on offer at the museum. We’re so much more than a motor museum and our variety of attractions is unrivalled anywhere else in the country. Working with Five by Five we’re making sure that our communications are more closely aligned, confident and clearer.

“The competition is a great way of highlighting our uniqueness, and turns our visitors into creators, using their content to help tell others about why and what they love about our museum. We can’t wait to see what people share, and to pick the best for our TV ad next year.”

George Roberts, client services director at Five by Five said: “Beaulieu’s offering is unique due to the sheer variety of attractions on offer. How many other places can you ride a monorail through a Victorian garden? It’s why asking visitors to share their favourite moments of the museum, to be used in its first TV ad was a no brainer. Using real content from real families loving Beaulieu provides a genuine and engaging alternative to ‘slick’ advertising campaigns, which lack authenticity and which people are becoming increasingly disillusioned with.”

About Beaulieu:

Beaulieu is an award winning family visitor attraction at the heart of the New Forest National Park, operated by Beaulieu Enterprises Ltd. It contains a host of attractions including the UK’s National Motor Museum, which features over 250 vehicles which tell the story of motoring in Britain, Palace House stately home and its grounds and gardens, the ruins of Beaulieu abbey, England’s oldest monorail which takes you around the whole park as well as a host of temporary and permanent exhibitions including ‘On Screen Cars’, ‘World of Top Gear’ and the Secret Army Exhibition.

This was posted in Bdaily's Members' News section by Alex Sampson .