Lisa Houghton - Modern History Attractions Update Presentation
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Lisa Houghton - Modern History Attractions Update Presentation. Presented at Queen St Mill Textile Museum - 31st March 2011

Lisa Houghton - Modern History Attractions Update Presentation. Presented at Queen St Mill Textile Museum - 31st March 2011

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  • Partnership with East Lancashire Railway, Bury, Rossendale and Rochdale Council to develop new creative to promote ELR and surrounding destination and attractions. Partnership with LBTB on summer family campaign
  • Partnership with East Lancashire Railway, Bury, Rossendale and Rochdale Council to develop new creative to promote ELR and surrounding destination and attractions. Partnership with LBTB on summer family campaign
  • Activity has supported approx 50 venues specifically through partnerships, leaflets etc
  • Partnership with The Lowry on the Unlocking Salford Quays art installation project. Partnership with Visit Manchester on Germanwings short breaks campaign
  • Partnership with The Lowry on the Unlocking Salford Quays art installation project. Partnership with Visit Manchester on Germanwings short breaks campaign
  • Impacting on visitor spend
  • Personal recommendation

Lisa Houghton - Modern History Attractions Update Presentation Lisa Houghton - Modern History Attractions Update Presentation Presentation Transcript

  • Welcome Queen Street Mill Textile Museum 31 March 2010
  • Agenda 12:00 Modern History Update 12:15 Lunch 13:00 Museum Tour 13:45 Coffee/ tea break 14:00 Rachel Morris – Metaphor – introduction from James Rebanks 14:45 Dan McMullan - Amaze PR 15.30 Close
  • Overview
    • ERDF funded marketing project, £800k plus match commitment of the same
    • £1.6m spend on promoting the region’s industrial heritage to March 2012
    • Outputs
      • Day visits – 240k
      • Overnight visits – 265k
      • Additional visitor spend - £12.3m
  • What have we been up to….
    • Research and re-brand July 2010
  • Rebrand – from this
  • Rebrand – to this
  • Website – from this
  • Website – to this
  • Social media
  •  
  • Advertising Visit Manchester – city map, MCR magazine, Group Travel Guide LBTB – 6 page editorial in Visitor Guide Cumbria Tourism – Visitor Guide Visit Chester and Cheshire – Visitor Guide Family history press - BBC History, WDYTYA Magazine, Your Family Tree
  • Exhibitions Who Do You Think You Are Live Feb 25 - 27 Great Days Out Fair - 5 March
  • Partnership campaigns Subtitle
  • Partnership campaigns
    • PHM, WCML and Co-op Archive – Radical Manchester
    • VCC and Knutsford Council – Elizabeth Gaskell
    • Bolton Museum – Bolton Lives Gallery
    • Harris Museum & Art Gallery – Industrial Revolutionaries
    • Creative Tourist – Classic Weekender & Manchester Weekender
  • Partnership campaigns
    • Blackwell The Arts & Crafts House – Arts & Crafts Movement
    • Rossendale Heritage Bus
    • Pennine Lancashire Food & Drink Festival
    • LBTB – Heritage Revealed
  • Our performance
    • Year 1
    • Mar 09 to Mar 10
    • 1530 overnight stays
    • £5.5m visitor spend
    • 20k day visits
    • Approx 2000 unique visitors per month to modernhistory.co.uk
    • Newsletters – avg 8% open rate, 2% click through
  • 2011 Activity - Partnership campaigns
    • MOSI – Revolution Manchester
    • Visit Manchester - Germanwings
    • East Lancashire Railway – Visitor experience project
    • Creativity Works – Museums at Night
    • The Lowry – Unlocking Salford Quays
    • Mid Pennine Arts – Contemporary Heritage at Helmshore Mills Textile Museum
  • 2011 Activity - Partnership campaigns
    • Mikron Theatre Company – Hell and High Water
    • LBTB – Family Fun
    • Library Theatre – Hard Times
    • Salford Council – Bridgewater Canal 250 th anniversary
    • Ullswater ‘Steamers’ heritage trail
  • 2011 Activity – Domestic Campaign
    • Launch of Discovery Pass
    • Leaflet printed and distributed (75k)
    • Visitors encouraged to show pass at venues to obtain discounts on entrance prices, cafes and gift shops
    • Free gift to incentivise 3 or more visits
    • Top Trumps playing cards featuring 30 key North West inventors and influencers linking directly to 30 key venues
  • 2011 Activity – Domestic Campaign
    • Supported by media campaign £80 - £100k budget including:-
      • Radio advertising
      • Real Radio Schools Out promotion
      • Outdoor – metrolink and rail 6 sheets
      • Online – yahoo, facebook, mumsnet
      • Daily Mail insert
  • Creative execution
    • Museums and attractions provide fun days out for the family
    • We provide a solution to what to do with the children during the school holidays
    • We offer value for money through the Discovery Pass offers and some museums are free to enter
    • Children can learn whilst having fun
    • There is a free gift which is fun and educational, it is connected with a strong brand which children already like
  • Creative execution – print
  • Creative execution – outdoor
  • Creative execution – online
  • Creative execution – web landing page
  • Creative execution – web landing page
  • 2011 Activity – Domestic Campaign
    • Other activity
    • Primary Times magazine – Easter, summer editions
    • NPD school bag – 97k school children
    • AAA 67k
  • 2011 Activity – Domestic Campaign
    • Supported by PR activity
    • Mailing to all key nationals, magazines, family press etc with information on scheme and Top Trumps
    • Kids Top Trumps tournaments held w/c 30 May at PHM and HMTM with Jamie Rickers
  • PR
    • Releases to support general activity
    • Mothers Day
    • Museums at Night
    • Heritage open days
    • Story telling competition
    • A Taste of Modern History
    • Engage with schools
    • Local celebrity chef
    • Develop recipe book with regional historic recipes
    • Engage venues to put on food events / add dishes to menus
  • Additional support
    • We can promote your events and news through our website, social media and newsletter
    • Opportunities to work in partnership
  • How you can help us
    • Use our brand
    • Display posters and window clings in your venues
    • Brief your front of house staff to actively give out the Discovery Pass, stamp passes and be happy to point out other places nearby to visit
  • How you can help us
    • Provide a customer offer
    • Distribute the postcards for the survey
    • Add content to your websites – link to MH