Castle Howard’s love story with China – as told by Abbi Ollive

Abbigail Ollive, Head of Marketing at Castle Howard, shares the brilliantly inspiring story of how the castle has increased overseas visitors from China to 60% of all their international visitors.

Castle Howard is a stunning stately home in rural North Yorkshire, designed by Sir John Vanbrugh back in 1699 for the third Earl of Carlisle. Since the 50s, Castle Howard has been a visitor attraction, welcoming around 300,000 visitors a year.

In this podcast, we’ll hear from Abbi as she shares with us a beautiful story, of how China fell in love with the Castle, and how one wedding started a chain reaction of incredible events leading them to increase overseas visitors to around 60%.

Castle Howard was one of the first attractions in the UK to install the WeChat pay solutions across shops, restaurants, ticket office and we’ll hear all about the challenges, success and specialist they worked with to make that happen.

It’s a wonderful example of how implementing small things can make huge differences to a visitors experience, and we know you’ll learn a lot from their unique story.

A few things we discuss:

  • The importance of understanding our audience and catering specifically for their needs
  • If it’s difficult to integrate WeChat and Alipay for Chinese visitors
  • How to create a digital guest experience that’s second to none
  • Why you need to be proactive in changing and adapting your marketing strategy
    Why you need to work with sector specialists
  • How empowering your front of house team to be super helpful creates the ultimate experience for your guests

To listen to the full podcast, search Skip The Queue on iTunesGoogle Podcasts and Spotify to subscribe. You can find links to every episode and more at www.rubbercheese.com/podcast

Paul Wright.
Kelly Molson Managing Director

Host of the popular Skip the Queue Podcast, for people working in or working with visitor attractions, she regularly delivers workshops and presentations on the sector at various national conferences and universities including The Visitor Attractions Conference, ASVA and Anglia Ruskin University.

Read more about me

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