Lifting the Curtain on Framlingham Castle

Framlingham Castle

Client: English Heritage

Dates: 2018

Budget: N/A

Project: Lifting the Curtain on Framlingham Castle

Framlingham Castle, a 900-year-old historic site in Suffolk was looking to enhance the visitor experience. As part of this initiative, English Heritage appointed Alix Slater Consultancy & Training Ltd to develop an Audience Development Plan to inform future engagement strategies and capital improvements.

Alix worked closely with the Framlingham Castle team to develop and implement a comprehensive consultation plan, combining desk-based research, visitor interviews and on-site teacher consultation. This approach revealed demand for activities and learning resources catering to home-school families and children with additional needs, highlighting a previously under-served audience.

In addition to direct visitor feedback, Alix conducted an analysis of local competition, evaluating how Framlingham Castle could differentiate itself and strengthen its visitor offer. These insights shaped the Audience Development Plan which the team were going to use to develop their strategic plans.

The castle is a significant heritage site in Suffolk, recognized for its role in Ed Sheeran’s music video for “Castle on the Hill,” further cementing its cultural relevance and appeal to visitors.