Bath Year of the Museum 2011 - a case study in collaborative marketing
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Celia Mead
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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.
Transcript of Bath Year of the Museum 2011 - a case study in collaborative marketing
Celia Mead
The Holburne MuseumThe American MuseumThe Roman BathsNo 1 Royal CrescentHerschel MuseumBeckford’s TowerBuilding of Bath MuseumMuseum of Bath at WorkJane Austen CentreSally Lunn’s Historic Eating houseOld Orchard Street TheatreThe Victoria Art GalleryMuseum of East Asian ArtBath Postal Museum
Widespread coverageCoherent offer across diverse
MuseumsCollaboration in a year which
otherwise might have had conflictsSmaller Museums reported greatest
benefitLow cost
Sustaining momentumFine targetingEvaluation
1. Allow 6 month’s planning2. Integrate message across existing
activity as well as new3. Make PR work hardest
Outdoor advertising on busesField marketingCampaign to build email database
for e-shots
