Museum of London hires Circus to help boost visitor figures

The Museum of London has chosen Circus to boost its visitor numbers with a campaign that aims to blend above-the-line advertising with marketing stunts.

The Museum of London has chosen Circus to boost its visitor numbers

with a campaign that aims to blend above-the-line advertising with

marketing stunts.



One plan is for a 16-strong troupe of actors dressed in historical

costumes to ride the London Underground while browsing through the

museum’s brochure.



The activity is part of a repositioning and relaunch of the museum under

Dr Simon Thurley, the former curator of the Historic Royal Palaces, who

became the museum’s curator last autumn.



Fiona McCarthy, the museum’s marketing manager, said: ’We saw a number

of conventional agencies but Circus has a very different approach which

we felt would be much more effective.’



Circus, a late entry on to the pitch-list, will work with the media

agency, Rocket, on the initiative - backed by a reported budget of about

pounds 500,000 - which will be built around the museum’s temporary

exhibitions taking place three times a year.



They are part of an effort by the museum, whose account was previously

handled by Euro RSCG Wnek Gosper, to increase the number of visitors by

45 per cent over the next three years.



’The Museum of London is not visited nearly enough,’ Tim Ashton, one of

the Circus founding partners, said. ’You could drive past its entrance

in the Barbican100 times and never know it was there.’



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).