Blog : integrated strategy

Festival of Museums – Targeting Families

Festival of Museums – Targeting Families

TARGETING FAMILIES, DRIVING FOOTFALL

CLIENT : FESTIVAL OF MUSEUMS

THE BRIEF

We were tasked with raising awareness of the 2015 event, differentiating it in a busy ‘festival’ marketplace, directing traffic to the website and driving footfall at the individual events.

THE STRATEGY

With the key target audience being families with young children we created and implemented an integrated communications strategy to position it as a ‘not to be missed event’. We focussed on using highly visual and compelling content which would be easy to digest for busy families. This included traditional PR and social activity, focussing on: content creation, influencer engagement, social advertising, competitions, toolkit generation and managing all aspects of social media in the lead up to and throughout the festival weekend.

THE RESULTS

Making our own little piece of history we were able to report that 93% of venues used Facebook to showcase their events, citing the social media toolkit provided as a key support. Traffic to the website increased by 50% compared to the same period the previous year, and there was 5.7m social media mentions in 2015 – a notable 375% increase on 2014, with many museums experiencing record numbers of visitors over the weekend.