Download - Bath Year of the Museum 2011 - a case study in collaborative marketing

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Page 1: Bath Year of the Museum 2011 - a case study in collaborative marketing

Celia Mead

Page 2: Bath Year of the Museum 2011 - a case study in collaborative marketing

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

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Widespread coverageCoherent offer across diverse

MuseumsCollaboration in a year which

otherwise might have had conflictsSmaller Museums reported greatest

benefitLow cost

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Sustaining momentumFine targetingEvaluation

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1. Allow 6 month’s planning2. Integrate message across existing

activity as well as new3. Make PR work hardest

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Outdoor advertising on busesField marketingCampaign to build email database

for e-shots


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