Question: how do you make historical sites come alive for the newest generation? Answer: put a youngster in the driving seat.
Eight-year-old Thea Hunt was chosen from among 531 entrants to become English Heritage’s first child executive officer (CEO), to bring imagination and ingenuity to its £50,000 summer campaign. Among the activities featured were training to be a Roman gladiator at Hadrian’s Wall and playing ‘beyond the ropes’ at Stonehenge – the first time that this been allowed for a campaign.
The result was a 21 per cent uplift in family visits in the week after launch and a 37 per cent increase year on year.
Judges’ comment
An exceptional campaign that brings joy to the subject matter
Highly Commended
Show Your Stripes: moving the goalposts for how Premier League clubs launch kits – Mischief PR for Southampton FC
Finalists
O2 Wear The Rose – Hope&Glory PR for O2
Switching Saddles – Pitch for Betfair
Virgin Holidays Treehouse – M&C Saatchi PR for Virgin Holidays
