Jordans Mill launch campaign

Opening the doors to Bedfordshire’s newest visitor attraction.

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Jordan’s Mill, was part of the Jordan’s Cereal business and comprised a restored Victorian flour mill, modern visitor centre, 200-seat café, shop and gardens. It was planned to be both a leisure and educational destination, demonstrating how cereal farming can be carried out in a more sustainable way, and providing visitors with a wealth of opportunities to try locally farmed products.

The Mill, established by the Jordan family as a Charitable Trust after the sale of the foods business to Ryvita, had to carefully balance the link between it and the Jordan’s Cereal brands, and the message that all profits generated by the Mill are solely used for the upkeep of the venue.

The concept for the launch campaign was to reflect the rich heritage of the traditional mill building and communicate this in a natural, modern way following the addition of more eco-friendly structures within the overall development.

With a target market covering the surrounding 30-mile radius of the site, a clear, consistent and engaging campaign was developed utilising outdoor, radio and press advertising, along with PR and direct mail. The idea that at Jordan’s Mill, visitors could “enjoy yesterday, today” would, it was thought, resonate well with the local market.

Since opening in April 2013, visitor numbers to Jordan’s Mill have surpassed expectations. An additional 10,000 souvenir guides were printed, over 8,000 café loyalty cards have been issued in the first nine months of trading and the Jordan’s Mill website attracts over 800 unique visitors a week, and numbers are growing. The venue’s success and the money it generated for the Jordan’s Mill Charitable Trust has enabled a greater level of investment into the further development of the site.

Jordan’s Mill has been a three-year project to turn a working Victorian Flour Mill into a heritage attraction incorporating mill, gardens and café. Bonfire worked closely with our team to raise awareness for this project on opening and supply an integrated media and promotional package. Their ability to create and source all components of the marketing programme were impressive, as was their understanding of our requirements. Results have been good and we would not hesitate to recommend Bonfire to work with you.

Bill Jordan, Jordans Mill