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  –...
Overview <ul><li>ERDF funded marketing project, £800k plus match commitment of the same </li></ul><ul><li>£1.6m spend on p...
What have we been up to…. <ul><li>Research and re-brand July 2010 </li></ul>
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...
Exhibitions Who Do You Think You Are Live Feb 25 - 27 Great Days Out Fair - 5 March
Partnership campaigns Subtitle
Partnership campaigns <ul><li>PHM, WCML and Co-op Archive – Radical Manchester </li></ul><ul><li>VCC and Knutsford Council...
Partnership campaigns <ul><li>Blackwell The Arts & Crafts House – Arts & Crafts Movement  </li></ul><ul><li>Rossendale Her...
Our performance <ul><li>Year 1 </li></ul><ul><li>Mar 09 to Mar 10 </li></ul><ul><li>1530 overnight stays </li></ul><ul><li...
2011 Activity - Partnership campaigns <ul><li>MOSI – Revolution Manchester </li></ul><ul><li>Visit Manchester - Germanwing...
2011 Activity - Partnership campaigns <ul><li>Mikron Theatre Company – Hell and High Water </li></ul><ul><li>LBTB – Family...
2011 Activity – Domestic Campaign <ul><li>Launch of Discovery Pass </li></ul><ul><li>Leaflet printed and distributed (75k)...
2011 Activity – Domestic Campaign <ul><li>Supported by media campaign £80 - £100k budget including:- </li></ul><ul><ul><li...
Creative execution <ul><li>Museums and attractions provide fun days out for the family </li></ul><ul><li>We provide a solu...
Creative execution – print
Creative execution – outdoor
Creative execution – online
Creative execution – web landing page
Creative execution – web landing page
2011 Activity – Domestic Campaign <ul><li>Other activity </li></ul><ul><li>Primary Times magazine – Easter, summer edition...
2011 Activity – Domestic Campaign <ul><li>Supported by PR activity </li></ul><ul><li>Mailing to all key nationals, magazin...
PR <ul><li>Releases to support general activity </li></ul><ul><li>Mothers Day </li></ul><ul><li>Museums at Night </li></ul...
Additional support <ul><li>We can promote your events and news through our website, social media and newsletter </li></ul>...
How you can help us <ul><li>Use our brand  </li></ul><ul><li>Display posters and window clings in your venues  </li></ul><...
How you can help us <ul><li>Provide a customer offer </li></ul><ul><li>Distribute the postcards for the survey  </li></ul>...
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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

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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

    1. 1. Welcome Queen Street Mill Textile Museum 31 March 2010
    2. 2. 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
    3. 3. Overview <ul><li>ERDF funded marketing project, £800k plus match commitment of the same </li></ul><ul><li>£1.6m spend on promoting the region’s industrial heritage to March 2012 </li></ul><ul><li>Outputs </li></ul><ul><ul><li>Day visits – 240k </li></ul></ul><ul><ul><li>Overnight visits – 265k </li></ul></ul><ul><ul><li>Additional visitor spend - £12.3m </li></ul></ul>
    4. 4. What have we been up to…. <ul><li>Research and re-brand July 2010 </li></ul>
    5. 5. Rebrand – from this
    6. 6. Rebrand – to this
    7. 7. Website – from this
    8. 8. Website – to this
    9. 9. Social media
    10. 11. 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
    11. 12. Exhibitions Who Do You Think You Are Live Feb 25 - 27 Great Days Out Fair - 5 March
    12. 13. Partnership campaigns Subtitle
    13. 14. Partnership campaigns <ul><li>PHM, WCML and Co-op Archive – Radical Manchester </li></ul><ul><li>VCC and Knutsford Council – Elizabeth Gaskell </li></ul><ul><li>Bolton Museum – Bolton Lives Gallery </li></ul><ul><li>Harris Museum & Art Gallery – Industrial Revolutionaries </li></ul><ul><li>Creative Tourist – Classic Weekender & Manchester Weekender </li></ul>
    14. 15. Partnership campaigns <ul><li>Blackwell The Arts & Crafts House – Arts & Crafts Movement </li></ul><ul><li>Rossendale Heritage Bus </li></ul><ul><li>Pennine Lancashire Food & Drink Festival </li></ul><ul><li>LBTB – Heritage Revealed </li></ul>
    15. 16. Our performance <ul><li>Year 1 </li></ul><ul><li>Mar 09 to Mar 10 </li></ul><ul><li>1530 overnight stays </li></ul><ul><li>£5.5m visitor spend </li></ul><ul><li>20k day visits </li></ul><ul><li>Approx 2000 unique visitors per month to modernhistory.co.uk </li></ul><ul><li>Newsletters – avg 8% open rate, 2% click through </li></ul>
    16. 17. 2011 Activity - Partnership campaigns <ul><li>MOSI – Revolution Manchester </li></ul><ul><li>Visit Manchester - Germanwings </li></ul><ul><li>East Lancashire Railway – Visitor experience project </li></ul><ul><li>Creativity Works – Museums at Night </li></ul><ul><li>The Lowry – Unlocking Salford Quays </li></ul><ul><li>Mid Pennine Arts – Contemporary Heritage at Helmshore Mills Textile Museum </li></ul>
    17. 18. 2011 Activity - Partnership campaigns <ul><li>Mikron Theatre Company – Hell and High Water </li></ul><ul><li>LBTB – Family Fun </li></ul><ul><li>Library Theatre – Hard Times </li></ul><ul><li>Salford Council – Bridgewater Canal 250 th anniversary </li></ul><ul><li>Ullswater ‘Steamers’ heritage trail </li></ul>
    18. 19. 2011 Activity – Domestic Campaign <ul><li>Launch of Discovery Pass </li></ul><ul><li>Leaflet printed and distributed (75k) </li></ul><ul><li>Visitors encouraged to show pass at venues to obtain discounts on entrance prices, cafes and gift shops </li></ul><ul><li>Free gift to incentivise 3 or more visits </li></ul><ul><li>Top Trumps playing cards featuring 30 key North West inventors and influencers linking directly to 30 key venues </li></ul>
    19. 20. 2011 Activity – Domestic Campaign <ul><li>Supported by media campaign £80 - £100k budget including:- </li></ul><ul><ul><li>Radio advertising </li></ul></ul><ul><ul><li>Real Radio Schools Out promotion </li></ul></ul><ul><ul><li>Outdoor – metrolink and rail 6 sheets </li></ul></ul><ul><ul><li>Online – yahoo, facebook, mumsnet </li></ul></ul><ul><ul><li>Daily Mail insert </li></ul></ul>
    20. 21. Creative execution <ul><li>Museums and attractions provide fun days out for the family </li></ul><ul><li>We provide a solution to what to do with the children during the school holidays </li></ul><ul><li>We offer value for money through the Discovery Pass offers and some museums are free to enter </li></ul><ul><li>Children can learn whilst having fun </li></ul><ul><li>There is a free gift which is fun and educational, it is connected with a strong brand which children already like </li></ul>
    21. 22. Creative execution – print
    22. 23. Creative execution – outdoor
    23. 24. Creative execution – online
    24. 25. Creative execution – web landing page
    25. 26. Creative execution – web landing page
    26. 27. 2011 Activity – Domestic Campaign <ul><li>Other activity </li></ul><ul><li>Primary Times magazine – Easter, summer editions </li></ul><ul><li>NPD school bag – 97k school children </li></ul><ul><li>AAA 67k </li></ul>
    27. 28. 2011 Activity – Domestic Campaign <ul><li>Supported by PR activity </li></ul><ul><li>Mailing to all key nationals, magazines, family press etc with information on scheme and Top Trumps </li></ul><ul><li>Kids Top Trumps tournaments held w/c 30 May at PHM and HMTM with Jamie Rickers </li></ul>
    28. 29. PR <ul><li>Releases to support general activity </li></ul><ul><li>Mothers Day </li></ul><ul><li>Museums at Night </li></ul><ul><li>Heritage open days </li></ul><ul><li>Story telling competition </li></ul><ul><li>A Taste of Modern History </li></ul><ul><li>Engage with schools </li></ul><ul><li>Local celebrity chef </li></ul><ul><li>Develop recipe book with regional historic recipes </li></ul><ul><li>Engage venues to put on food events / add dishes to menus </li></ul>
    29. 30. Additional support <ul><li>We can promote your events and news through our website, social media and newsletter </li></ul><ul><li>Opportunities to work in partnership </li></ul>
    30. 31. How you can help us <ul><li>Use our brand </li></ul><ul><li>Display posters and window clings in your venues </li></ul><ul><li>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 </li></ul>
    31. 32. How you can help us <ul><li>Provide a customer offer </li></ul><ul><li>Distribute the postcards for the survey </li></ul><ul><li>Add content to your websites – link to MH </li></ul>

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