Alnwick Castle found itself an unexpected magnet for visitors after featuring as Hogwarts School of Witchcraft and Wizardry in the first blockbuster Harry Potter film, ‘Harry Potter and the Philosopher’s Stone’. Elaine joined a team of professionals assembled to capitalise on this and to develop the visitor offer. With responsibility for marketing, her main focus was to develop and promote a new brand image, expand the visitor offer, improve interpretation and increase visitor spend. Within just a couple of years this proved a great success – a new brand was adopted and extensively used, interpretation was improved, new visitor activities, attractions and exhibitions were created, specialist markets were tapped into and visitor numbers and spend increased. As well as managing the marketing of the Castle as this time, Elaine played a key role in related visitor improvements and new developments and wrote the entry that saw Alnwick Castle winning regional and then national Best Large Visitor Attraction in the National Tourism Awards.