Challenge

Everyone has heard of Chaucer’s tales, told by a motley crew of characters on a pilgrimage to the shrine of Saint Thomas Becket in Canterbury Cathedral. But few of us who are not studying 14th century literature actually read them. So the immediate problem for the Continuum Group in creating The Canterbury Tales was to make a book in barely understandable English appeal to modern visitors.

Creative thinking

They solved the problem by combining authenticity with vivid creativity. Collaborating with academics at Kent University on the creation of what is widely recognized as the finest recreation of medieval architecture in the UK; and bringing the pilgrimage to life with evocative sights, sounds and smells plus an exciting programme of events. The next problem, of course, was to make sure the right people knew about all this excitement. The Canterbury Tales’ annual advertising campaign is developed in partnership with Huet Aminto. We also contribute to the attraction’s international marketing activity.

Results

The Canterbury Tales averages over 150,000 visitors per year, consistently achieving its budgets. More importantly, it is continuing to grow as an attraction: visitor numbers for 2006 were 5% up on 2005.