IPA Effectiveness Awards 2005: Bronze Award - West Midlands Hub of Museums

WEST MIDLANDS HUB OF MUSEUMS Campaign: Bringing the wolves to the door ... and across the threshold Client: West Midlands Hub of Museums Agency: BJL Group Principal authors Trevor Lorains, Ian Mitchell, BJL Group; Richard Taylor, consultant Media used: Print, outdoor, PR, direct marketing, press

CASE SUMMARY

The premise for this case is that museums need not be the worthy preserve of the middle classes. This paper shows it is possible to attract a wider audience without changing the product or using big-budget campaigning.

The solution relies simply on dissolving resistance to the unknown and the uncomfortable: a big step forward in the field of marketing the arts.

This campaign achieved its objective of attracting more people from lower socio-economic groups to museums and galleries in the West Midlands. The authors argue it could be the start of the popularisation of national cultural institutions.

The campaign had a budget of less than £10,000, but 9,327 more people visited museums between the last two weeks of July and the end of September 2004 than visited during the same period in 2003.

JURY'S VIEW

This campaign demonstrated a good use of a tiny budget and a striking understanding of the context of museums.

The authors had a sound rationale for targeting families and also demonstrated a compelling attempt to discount other factors. The case proved that the communications activity boosted the number of visitors to the museums.

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