Starting before the beginning
Our contract with the Royal Armouries was due to start in March 2013, but help was also required prior to this, to help promote the February Half Term events. The museum had already progressed with their Wild West theme and needed further help with marketing ideas, especially through social media. The content of the event products was fixed, so our role was to create impactful imagery and introduce compelling reasons for families and enthusiasts to attend.
To tie in with the Wild West theme, we planned and created a social media campaign to promote seven key weapons that could be viewed within the Royal Armouries Collection. Each had a connection to the Wild West, like the Winchester rifle. A week prior to the event, details of each of the 7 weapon were tweeted daily featuring a compelling image and weapon details, helping to engage with potential attendees. A Leeds advertising was also produced targeting the local lapsed visitors.
Visitor numbers over February Half Term were up 4% on expectations and the Wild West theme went down well with the visitors. Research indicates that the event had strong local appeal, many making the decision to visit as little as two days prior to the start of the week and the vast majority are planning to revisit Royal Armouries again in the near future. The percentage of visitors living within 10 miles was up markedly, many responding to the local ads.