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


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.


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.