Front takes a princely role

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English Heritage has called in advertising agency Front to awaken its ‘Sleeping Beauty’.

The Sheffield agency has been given the task of putting Wrest Park – hailed as the ‘Sleeping Beauty of English Gardens’ – on the tourist map, following a £1.14 million Heritage Lottery-funded restoration scheme that also involves creating new visitor facilities.

Front director Joe Chetcuti said: ‘Wrest Park is a stunning property so it’s been fantastic to really get stuck in and make our mark.

“We like to think that we are helping to wake this magnificent garden by turning it into something proactive, energetic and engaging.

“In the UK, we are lucky to have some of the most beautiful gardens and houses anywhere in the world, so it’s vital that we support and visit them.

“This gem is slowly emerging from its sleep, so the next few years will be an exciting period in its history.”

Front has been asked to undertake a full brand development exercise for the park in Bedfordshire, starting in the run-up to Easter and the St George’s Day Festival.