HISTORIC ROYAL PALACES

HILLSBOROUGH CASTLE VISITOR MARKET INSIGHTS

Historic Royal Palaces

Jura Consultants were commissioned to undertake a Visitor Markets study for Hillsborough Castle in Northern Ireland. The Castle is the first property managed by Historic Royal Palaces (HRP) outside of London. The study included an in-depth appraisal of the visitor market, as well as quantitative surveys with visitors at the Castle, and non-visitors in Belfast, Republic of Ireland and the rest of the United Kingdom. The surveys were developed on the basis of a review of previous audience research for Hillsborough Castle, and designed so that comparison was possible. The final report included analysis on the basis of HRP’s Culture Segment audience segmentation model, and provided an update to previous research. The combined results provided information to be used in HRP’s Business Plan, Marketing and Communications Strategies, Activity Plan and Outline Interpretation Plan, which in turn will be the foundation for a funding application to the Heritage Lottery Fund.