Modern History Campaign Summary

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  • Impacting on visitor spend
  • Personal recommendation
  • Modern History Campaign Summary

    1. 1. 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>
    2. 2. 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>
    3. 3. 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>
    4. 4. Creative execution – print
    5. 5. Creative execution – outdoor
    6. 6. Creative execution – online
    7. 7. Creative execution – web landing page
    8. 8. Creative execution – web landing page
    9. 9. 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>
    10. 10. Venue support <ul><li>Venues were briefed at the annual event on 31 March and by stakeholder newsletter </li></ul><ul><li>Posters and window clings on display in venues </li></ul><ul><li>Consumer offers provided </li></ul><ul><li>Active distribution of Discovery Pass is encouraged </li></ul>

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