DIRECT NEWS: Claydon Heeley to relaunch film museum

Claydon Heeley International has won the brief to help the National Museum of Photography, Film and Television pull in visitors when it relaunches next spring.

Claydon Heeley International has won the brief to help the National

Museum of Photography, Film and Television pull in visitors when it

relaunches next spring.



Although the agency picked up the business without a competitive pitch,

the museum had already gone through an earlier, fruitless pitching

process involving RPM3, Cheetham Bell and Faulds - the last pulling out

before the final presentation.



After the pitch, TBWA conducted a brand positioning exercise for the

museum and recommended Claydon Heeley, which Omnicom has recently

acquired.



The museum’s marketing manager, Andrew Palmer, said: ’We were impressed

by the people at Claydon Heeley because they seemed genuinely excited

and inspired by the brief and they understood the culture of the museum.

We wanted someone with a fresh approach who wouldn’t wheel out the same

old museum strategy.’



The brief is to retain the Bradford-based museum’s position as the most

visited outside of London.



The marketing budget has been doubled but Palmer was tight-lipped about

the figure. When the museum reopens after the pounds 15 million

modernisation programme it will include more digital exhibits and a 3D

Imax screen.



New-media technology is expected to play a major part in the marketing

strategy. Features include a gallery exploring the art of

advertising.



The museum retained Maher Bird and Associates before closing down for

refurbishment.



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