The ancient Alnwick Castle hires a new Disney-trained strategist to lead revamp.

Christian Perdrier has taken over the role of Executive Producer at the 14th century castle, the Guardian has revealed. The Duchess of Northumberland, who owns Alnwick Castle, told the newspaper: "We don't expect to convert [the castle] into the Magic Kingdom, but I greatly admire the Disney effect. Christian can do for visitors here what Walt Disney has done for children worldwide."

Perdrier, who ran Disneyland Paris for 12 years and launched Disney Studios said: "We have a real Sleeping Beauty of a castle, a jewel in part of Britain whose people have a passion for it."

Already the biggest tourist attraction in the north-east, the duchess hopes this new initiative will make Alnwick Castle and gardens more successful than the Tower of London, the UK's most popular paid-for tourist attraction.