When Sibh joined the National Media Museum in 2010, its visitor numbers were falling and for a national institution, brand awareness was startlingly low outside its heartland of Bradford. A fresh approach was desperately needed.
Working with the Insight Manager, she drilled down into the primary target markets of learning-led families and culturally curious adults to find out more about where they lived, how they travelled, what media they consumed and what motivated them. Working with the museums curatorial and programming teams, she then identified relevant hero product to lead on for each.
The family audience were looking for immersive experiences which could engage teenagers as well as younger children and this was reflected in the three part advertising creative themed ‘get closer to the action’. Using a combination of outdoor, press, online, radio and cinema advertising particularly targeting Leeds, Huddersfield and Halifax around school holidays, the results exceeded expectations.
47% of family visitors said they had seen the advertising before they came to the Museum and two thirds of those said that it is what had influenced them to visit. This compared to 21% who had seen the previous campaign.
MORE CASE STUDIES
A quite different campaign was developed to attract the adult audiences where the key messages focussed on the striking images of leading photographic exhibitions. Within a year, The National Media Museum had gone from 17th place to 10th place on a northern attractions awareness monitor and general visitor numbers were up.