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Bath Year of the Museum 2011 - a case study in collaborative marketing

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A presentation by Celia Mead, marketing consultant for various heritage attractions in Bath, including the Holburne Museum (of Art) and the Jane Austen Centre. The presentation looks at the Bath Year of the Museum, a collaborative marketing campaign running during 2011 which sees 17 museums around the City coming together under the umbrella brand of Bath Year of the Museum. The presentation was one of several presentation made at a one day workshop that looked at the issue of museums and tourism. The event, called Working Together, took place at the Historic Dockyard in Portsmouth on 8th November 2011 and was organised by The Tourism Company and SAM Ltd. The workshop is part of a broader campaign, funded by Renaissance, to help museums in Hampshire and the Solent to work together to promote themselves to tourists.

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Bath Year of the Museum 2011 - a case study in collaborative marketing

  1. 1. Celia Mead
  2. 2. <ul><li>The Holburne Museum </li></ul><ul><li>The American Museum </li></ul><ul><li>The Roman Baths </li></ul><ul><li>No 1 Royal Crescent </li></ul><ul><li>Herschel Museum </li></ul><ul><li>Beckford’s Tower </li></ul><ul><li>Building of Bath Museum </li></ul><ul><li>Museum of Bath at Work </li></ul><ul><li>Jane Austen Centre </li></ul><ul><li>Sally Lunn’s Historic Eating house </li></ul><ul><li>Old Orchard Street Theatre </li></ul><ul><li>The Victoria Art Gallery </li></ul><ul><li>Museum of East Asian Art </li></ul><ul><li>Bath Postal Museum </li></ul>
  3. 10. <ul><li>Widespread coverage </li></ul><ul><li>Coherent offer across diverse Museums </li></ul><ul><li>Collaboration in a year which otherwise might have had conflicts </li></ul><ul><li>Smaller Museums reported greatest benefit </li></ul><ul><li>Low cost </li></ul>
  4. 11. <ul><li>Sustaining momentum </li></ul><ul><li>Fine targeting </li></ul><ul><li>Evaluation </li></ul>
  5. 12. <ul><li>Allow 6 month’s planning </li></ul><ul><li>Integrate message across existing activity as well as new </li></ul><ul><li>Make PR work hardest </li></ul>
  6. 19. <ul><li>Outdoor advertising on buses </li></ul><ul><li>Field marketing </li></ul><ul><li>Campaign to build email database for e-shots </li></ul>

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