Hampton Court Palace Geo-Mapping Research

By Katie Vosper
Research Problem

Hampton Court Palace had ambitious targets for visitor growth and wanted guidance on where to focus their marketing spend to maximise impact.  In particular, they wanted to understand whether they had saturated potential visitors in their hyper-local market.

Approach

We used geo-mapping analysis to identify the origin of domestic visitors by postal district. This data was interrogated using an array of other variables to identify the areas offering the greatest growth opportunities for Hampton Court Palace.

Geo-mapping research

We highlight areas of saturation by postal area

Geo-mapping research 2

Travel time to site is overlaid on visitor origin

Outcomes

Our analysis fed directly into Hampton Court Palace’s media strategy, which was revised to focus on several of the postal districts prioritised in our report.

The project was so successful that Historic Royal Palaces subsequently recommissioned the research for two more of their palaces.

“I’ve found this analysis really useful and the results will definitely impact our media planning for next year, so thank you!” Kim Savage, Marketing and Brand Manager – Palaces Group, Historic Royal Palaces

To find out more about our work in the Culture, Tourism and Leisure sector, please click here. To learn more about our Geo-Mapping capabilities please get in touch.