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Company: Tyne and Wear Museums
Project: I like... museums
Dates: Apr 2007 to Aug 2007
How did the project start?
A unique partnership between MLA North East, the North East Regional Museums Hub and museums across the North East. Its ambitious aims were to change public perceptions of museums and galleries, raise awareness of the number of museums in the region, and encourage people to visit more than one museum.
What options did you consider?
The website was developed out of a training course for marketing and museum professionals from twelve museums. It was clear that the group wanted some kind of user generated content and several options were considered.
In the end we decided to ask users to create museum trails based on their interests. We worked with Metro Radio to promote the website and offered prizes to the people who came up with the best trail which helped drive people to the website.
What help and expertise did you receive?
The project was led by Tyne and Wear Museums, who worked with Audiences North East to run the marketing training course which led to I like... museums.
Newcastle based consultancy SUMO gave technical advice during training sessions, and then developed the website.
Did you face any challenges or learn any lessons?
One tool we used successfully to advertise the website was Facebook, this worked especially well with young adults.
What are the outcomes and how has it improved your business?
The campaign helped to cross market museums across the North East in a way never tried before.
The website attracted over 35,000 unique visitors during the eight week school holidays.
What are your plans for the future?
The website is constantly changing with new trails added by members of the public.
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