The Museum of London has chosen Circus to boost its visitor numbers
with a campaign that aims to blend above-the-line advertising with
One plan is for a 16-strong troupe of actors dressed in historical
costumes to ride the London Underground while browsing through the
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.’