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.