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Bath Museums
Destination
Dynamic partnership of 17 museums celebrating 300 years of Georgian history
The challenge
- The partners required a campaign that would promote partnership and increase visitor numbers.
Solution
- Strategic proposition ‘behind beautiful Bath doors are 17 museums full of beautiful things
- Created ‘George-dropping Museums only in Bath’ concept with eye-popping single colour design
- Creative illustrations of the four King Georges
- National and local, digital and print campaign, leveraging all partner opportunities and channels
- ‘Guerrilla’ on-street campaign
Results:
- Buy-in from 17 museums which had not worked together before
- Increased visitor numbers by 3.1% over the duration of the 6-month campaign
- Mobile digital voucher with downloaders averaging visits to 3 different museums, comfortably delivering the minimum of 1 or more museum visit target
- The success of this campaign led to three further campaigns over a two-year period and a fundraising campaign for The Holburne Museum.
- Soak Up Some Culture
- Rome around Marvellous Bath Museums
- It’s a Wrap
- Intrepid Ellen
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Increased visitor numbers
