Museum of London - Hey London Campaign
About
The Museum of London documents the history of the UK’s capital city from prehistoric to modern times and is located in the City of London on the London Wall, close to the Barbican Centre and is part of the Barbican complex of buildings created in the 1960’s and 1970’s to redevelop a bomb-damaged area of the City.
The museum is the largest urban history collection in the world, with more than six million objects, also Managing the world’s largest archaeological archive.
In March 2015, the museum announced plans to move from its Barbican site to nearby West Smithfield Market, one of the oldest markets in London, over 800 years old. The move, contingent upon raising an estimated £70 million, is planned to be open by 2024, One of the largest cultural projects happening anywhere in Europe.
In 2003, the Museum of London Docklands (formerly Museum in Docklands) was opened in a 19th-century grade I listed warehouse near Canary Wharf on the Isle of Dogs. The Museum of London Docklands charts the history of London as a port, beginning 2,000 years ago with the Roman trading post set up on the banks of the Thames and following London’s expansion into the biggest port the world had ever known. In November 2007, it opened the capital’s first permanent gallery examining London’s involvement in the transatlantic slave trade, “London, Sugar & Slavery”.
Problem
As a charity that relies upon the donations from visitors to help them in their mission to tell the extraordinary story of London. During this current period of uncertainty, they needed to target the areas local to each site, raise brand awareness, and support to continue the work of the museum.
Plan of Action
Print Distribution - Leaflets using our Cultural runs in specified areas of London, using these audience segments: Family, Family Arts, Family Fun time, Cultural Developers using our Premier and Prime Networks, Attractions, High-End Retail, Shopping Centres, Supermarkets, Train and Tube stations, Galleries, Museums, Cafes, Activity Centres and Historical & Heritage Centres.
Out of Home - Posters
Ultra Local Blanket Docklands posters were placed in Tower Hamlets, Lewisham, Greenwich, Newham and Southwark, with the London Wall posters placed in Hackney/Dalston/Stoke Newington, Hornsey/Crouch End/Muswell Hill and Camden/Holloway areas.
All audience segments and areas of London were suggested and recommended by Pear, we have the knowledge in what works and why. This was approved wholeheartedly by the museum Marketing Team.
Outcome
Brand awareness of this world renowned cultural hub was raised, reaching out to the community in these London centric areas around each of the two sites, people were venturing out to local heritage centres that in normal times would had been dismissed.
The change in the habits of consumers was seen, Pear Marketing was quick to pick up on this and communicate this to our attraction clients. Do reach out to your local community during these unprecedented times.