Welcome

Queen Street Mill Textile Museum31 March 2010

Agenda

12:00 Modern History Update12:15 Lunch13:00 Museum Tour13:45 Coffee/ tea break14:00 Rachel Morris – Metaphor

– introduction from James Rebanks 14:45 Dan McMullan - Amaze PR15.30 Close

OverviewERDF funded marketing project, £800k plus match commitment of the same

£1.6m spend on promoting the region’s industrial heritage to March 2012

OutputsDay visits – 240kOvernight visits – 265kAdditional visitor spend - £12.3m

What have we been up to….

•Research and re-brand July 2010

Rebrand – from this

Rebrand – to this

Website – from this

Website – to this

Social media

Advertising

Visit Manchester – city map, MCR magazine, Group Travel Guide

LBTB – 6 page editorial in Visitor Guide

Cumbria Tourism – Visitor Guide

Visit Chester and Cheshire – Visitor Guide

Family history press - BBC History, WDYTYA Magazine, Your Family Tree

Exhibitions

Who Do You Think You Are Live

Feb 25 - 27

Great Days Out Fair - 5 March

Partnership campaigns

Subtitle

Partnership campaigns

•PHM, WCML and Co-op Archive – Radical Manchester

•VCC and Knutsford Council – Elizabeth Gaskell

•Bolton Museum – Bolton Lives Gallery

•Harris Museum & Art Gallery – Industrial Revolutionaries

•Creative Tourist – Classic Weekender & Manchester Weekender

Partnership campaigns

•Blackwell The Arts & Crafts House – Arts & Crafts Movement

•Rossendale Heritage Bus

•Pennine Lancashire Food & Drink Festival

•LBTB – Heritage Revealed

Our performance

Year 1Mar 09 to Mar 10•1530 overnight stays•£5.5m visitor spend•20k day visits•Approx 2000 unique visitors per month to modernhistory.co.uk•Newsletters – avg 8% open rate, 2% click through

2011 Activity - Partnership campaigns

•MOSI – Revolution Manchester

•Visit Manchester - Germanwings

•East Lancashire Railway – Visitor experience project

•Creativity Works – Museums at Night

•The Lowry – Unlocking Salford Quays

•Mid Pennine Arts – Contemporary Heritage at Helmshore Mills Textile Museum

2011 Activity - Partnership campaigns

•Mikron Theatre Company – Hell and High Water

•LBTB – Family Fun

•Library Theatre – Hard Times

•Salford Council – Bridgewater Canal 250th anniversary

•Ullswater ‘Steamers’ heritage trail

2011 Activity – Domestic Campaign

•Launch of Discovery Pass

•Leaflet printed and distributed (75k)

•Visitors encouraged to show pass at venues to obtain discounts on entrance prices, cafes and gift shops

•Free gift to incentivise 3 or more visits

•Top Trumps playing cards featuring 30 key North West inventors and influencers linking directly to 30 key venues

2011 Activity – Domestic Campaign

•Supported by media campaign £80 - £100k budget including:-• Radio advertising

• Real Radio Schools Out promotion

• Outdoor – metrolink and rail 6 sheets

• Online – yahoo, facebook, mumsnet

• Daily Mail insert

Creative execution

•Museums and attractions provide fun days out for the family

•We provide a solution to what to do with the children during the school holidays

•We offer value for money through the Discovery Pass offers and some museums are free to enter

•Children can learn whilst having fun

•There is a free gift which is fun and educational, it is connected with a strong brand which children already like

Creative execution – print

Creative execution – outdoor

Creative execution – online

Creative execution – web landing page

Creative execution – web landing page

2011 Activity – Domestic Campaign

Other activity•Primary Times magazine – Easter, summer editions•NPD school bag – 97k school children•AAA 67k

2011 Activity – Domestic Campaign

•Supported by PR activity

•Mailing to all key nationals, magazines, family press etc with information on scheme and Top Trumps

•Kids Top Trumps tournaments held w/c 30 May at PHM and HMTM with Jamie Rickers

PR

Releases to support general activityMothers DayMuseums at NightHeritage open daysStory telling competition

A Taste of Modern History •Engage with schools•Local celebrity chef•Develop recipe book with regional historic recipes•Engage venues to put on food events / add dishes to menus

Additional support

•We can promote your events and news through our website, social media and newsletter

•Opportunities to work in partnership

How you can help us

•Use our brand •Display posters and window clings in your venues •Brief your front of house staff to actively give out the Discovery Pass, stamp passes and be happy to point out other places nearby to visit

How you can help us

•Provide a customer offer•Distribute the postcards for the survey

•Add content to your websites – link to MH