The Social Co. appointed to market the £15.5m project dubbed ‘the world’s largest play structure’

Leading North East based social media agency The Social Co. is set to play an integral role in the marketing of a £15.5m children’s adventure attraction based in The Alnwick Garden. Lilidorei, which began as the vision of The Duchess of Northumberland, is themed around a magical village of elves, dwarves and goblins will be connected by zip wires, climbing walls and slides.

The new addition to The Alnwick Garden, which is based just behind the iconic Treehouse Restaurant, aims to bring the magic of Christmas all year round and attract 280,000 visitors to Northumberland.

The Social Co. has been appointed to deliver a range of activity to launch one of the region’s most exciting projects of 2023. The firm will deliver the creative planning and strategy, produce videography and content, design artwork, paid social media campaigns as well as organic social media management.

James Ogilvie, founder and director of The Social Co. said: “We were thrilled to have been appointed on such a significant and exciting campaign. Lilidorei has created a huge investment in Northumberland and will be a popular tourist attraction which will generate further income and opportunities for the region.

“We’ve been able to visit the site and see the progress of the play area and the scale of this project is incredibly impressive. We’ve taken this from the concept through to defining our strategy and content creation and we are really looking forward to bringing this to life. We have also been chosen to work on the Alnwick Garden Light Trail, which was another brilliant local attraction for us to support.”

Lilidorei, which means “the children’s adventure with play at its heart” is being brought to life by a dedicated team who are also being filmed for a TV series about the development, due to be aired on Channel 4 next year.

Monstrum, the Danish designers behind Lilidorei wanted to create a “world designed by elves and built by trolls” where houses are linked with play equipment such as walkways and slides.

The whimsical wonderland encourages children to use their imaginations in an outdoor and screen-free environment which awakens creativity as they journey through the huge play structure.

The Duchess of Northumberland said: “Lilidorei has lived in my imagination for the past 12 years and I am delighted to bring my creative vision to life. The saddest thing is when scientists disprove theories, and we are told that the Loch Ness monster doesn’t exist or that the tooth fairy isn’t real or that Santa is make-believe.

“Lilidorei turns all this upside down. It exists and it is captivating. We cannot wait to open the doors to Lilidorei and release the magic”.

By Mark Adair – Correspondent, Bdaily