RBWM

Windsor Castle and LEGOLAND® put Royal Borough of Windsor and Maidenhead firmly on the map. But with most visitors heading home after a few hours, the borough was missing out on overnight stays and wider spend. The challenge? Show visitors there’s so much more waiting to be discovered.

We dug beneath the headline attractions to uncover the borough’s best-kept secrets, riverside walks, excursions and places to stay. These became the stars of a new campaign, designed to celebrate discovery and inspire our target audience to consider longer stays.

A bold creative theme dramatised the “feel like royalty” promise aimed at positioning the RBWM alongside the nation’s favourite countryside destinations. From video and ad messaging to a central landing page, everything was geared towards encouraging exploration. Getting local businesses involved was a big part of the campaign, with a branded partner package developed alongside the campaign.

The campaign successfully reframed RBWM as more than a day trip. Engagement across social, video and landing activity boosted awareness, driving fresh interest in overnight breaks. Local businesses shared the spotlight and benefitted directly from the campaign’s reach, with partners reporting a 32% increase in direct bookings.