NewcastleGateshead Cultural Venues 

A campaign to encourage visitors back to cultural venues.

Following a drop in footfall since the pandemic started, Newcastle Gateshead Cultural Venues appointed us to create an uplifting campaign to encourage more people back to cultural venues and to return in-person performances, exhibitions and events.

The #MakeYourMoment campaign highlights and celebrates the many diverse experiences audiences can enjoy and aims to inspire them to visit. The campaign emphasises the array of cultural art forms and experiences that can be enjoyed in NewcastleGateshead and invites people to ‘make their moment’ when they visit any one of the 14 venues.

 

Museum marketing campaign

Every venue is different, and no one day out will be the same. #MakeYourMoment encourages people to experience something new or something they’ve missed over the past few year. From cinema, galleries and museums to music, theatre, science and dance, let’s celebrate just how much we have to experience in our region.

Museum marketing campaign
Museum marketing campaign
Museum marketing campaign

The campaign ran over a 4 week burst and was rolled out over outdoor advertising, digital advertising and PR, as well as a website Altogether designed and built, in venue advertising and organic socials.

We planned, designed and built a campaign hub site to direct audiences to the many venues they could explore and this enabled click through tracking to each of the individual sites. We also created a toolkit with imagery and downloadable static and motion assets unique to every venue to give venue’s flexibility to organically post to support and share the campaign.

After 2 weeks of running the campaign across digital and social, the website had 4,300 unique users, with 5,672 page views. This generated 3,300 click throughs to the 14 venues. The digital campaign blended ads delivered 869,213 impressions with a 1.46% click through rate, performing well against an industry average of 0.3%.

Across all of Tyne & Wear Archives & Museum venues, they were achieving around 50% of 2019-20 footfall in 2021-22. In April 2022 following the campaign, this had increased to 60%, with the Great North Museum doubling it’s visitor figures from March to April and in the months following increased to 70%.

Museum marketing campaign
Museum marketing campaign

The collaborative approach between the 10 cultural organisations and Altogether Creative was key to the success of the campaign and we have now commissioned research to understand what is stopping the remaining lapsed audiences from visiting so we can continue to work together to break down barriers to cultural engagement.”

Sheryl McGregor, Head of Communications, Tyne & Wear Archives & Museums