The Lincoln Magna Carta: marketing a document that changed the world

From the field of Runnymede in 1215, to later English parliamentary struggles, across the seas to a fledgling American democracy, then onwards in time to all parts of the globe where it encourages human rights and helps shapes legal systems, the Magna Carta has transformed the world. Now there are only four copies remaining of the original manuscript, one of which is owned by Lincoln Cathedral of the UK. This paper provides a critical account of the marketing of the Magna Carta to three target groups of the 21st century. These are the schools market, the general visitor market to Lincoln Castle, where the document is on display and the American market, which sees the Magna Carta when it is on tour. This paper identifies a number of marketing problems, arguing that a failure to implement an effective overall strategy has led to missed customer opportunities. This is a problem compounded by one of brand identity, where political, historical and religious discourses are allowed to converge onto the marketing of the Magna Carta in an undisciplined way, resulting in positioning difficulties. Finally, recommendations are made regarding the implementation of a more strategic approach to marketing the Great Charta.