Generating Maximum Awareness on a Small Budget

Client: Hampshire County Council Museums Service

The marketing communications for the Wildlife Photographer of the Year exhibition at The Willis Museum, Basingstoke, were designed to raise the profile of the Sainsbury Gallery in the Willis Museum, as well as contribute significantly to an increase in footfall. The exhibition had a strong visual identity and the campaign aimed to take maximum advantage of this.

Making good use of a small budget, graphics were created for bus rears in the Basingstoke area, railing banners outside The Willis Museum and a series of pop-up banners in other museums in the area. In addition, an agency distributed posters and flyers to key outlets in the area.

The campaign was a success with exceptional visiting numbers throughout its run; visitor figures were up 64% in January and 50% in February compared to the same period last year.