Case Study: Royal Armouries boosts summer visitor numbers with Thompson Brand Partners

Royal Armouries boosts summer visitor numbers with Thompson Brand Partners' 6-weekend jousting championship

Thompson Brand Partners worked with the Royal Armouries, a UK museum, on a challenge to re-engage local visitors and reignite interest in their summer events. The specific challenge was to re-establish the Royal Armouries as the home of authentic medieval jousting in the face of numerous copycat events.

The solution from Thompson Brand Partners was to create a formal 'jousting championship' with its own identity, featuring multiple weekend rounds building to a finale. The solution included profiling the jousters and horses and incorporating additional educational and entertainment elements. The results were excellent visitor numbers throughout the summer and the successful establishment of the Royal Armouries as the owner of authentic jousting in the UK.

Royal Armouries