Like so many museums and galleries across the country, Exeter’s Royal Albert Memorial Museum (RAMM) had a big challenge on its hands to get visitors back through its doors after a long period of closure due to Coronavirus. They approached us to help them with a campaign to raise awareness of RAMM reopening and drive footfall throughout the busy summer season.

The museum wanted to send a clear message that RAMM is a fun and inclusive place to explore and resonate with old and young alike. The campaign also needed to; increase awareness of the treasures in the permanent collection, encourage people to attend various events and activities, encourage spending in the shop and café and to capitalise on the tourist market (mainly staycationers). Drawing on the impact of separation for so long and the idea of multi-generational togetherness, our creative solution was built around the core idea of ‘Come together at RAMM this summer’.

Impactful creative used split images to represent the connection visitors feel to the exhibits. This visual treatment also reflected the juxtaposition found throughout the museum. As well as showcasing some of the museum treasures, the images could be tactically paired to promote the various offers at the museum such as the café and the gift shop.

The vibrant, ice cream colour palette brought a welcoming fun, summery vibe to the creative, helping it stand out against the competition.

We planned and booked a multi-channel media campaign across radio, OOH and press to drive awareness across the region. At the same time, we ran an 8 week campaign targeting key demographics across digital and social channels. Paid advertising was pushed out on Instagram and Facebook and programmatic was split into prospecting and retargeting activity. This integrated approach was extremely successful in reminding locals that their museum was open once again for business as well as welcoming tourists from outside the region. Click Through Rates for the campaign were not only higher than the targets set but also performed consistently higher than average industry benchmarks. The museum reported an overall increase in visitor numbers at peak holiday time (July and August) even exceeding the figures from the Summer prior to Covid.

Services:

• Campaign planning
• Media planning & buying
• Concept development
• Art direction
• Copywriting
• OOH Radio
• Advertising
• Press advertising
• Paid social media
• Programmatic display PPC