National Railway Museum: How Telling the Story of the Train Increased Appeal - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: Suffering from a trainspotter image the NRM were keen to increase their visitor numbers around York. This was a challenge in a congested visitor attractions market. With families as the target audience they used TV to position the museum as telling 'The Story of the Train'. As a result of this campaign the museum earned £66k from increased ticket sales and secondary income. In addition, visitor numbers over the year more than paid for marketing expenditure ;---(TAGS)--- Full Title: HOW TELLING THE STORY OF THE TRAIN INCREASED THE APPEAL OF THE NATIONAL RAIL MUSEUM ; Number: A1999/27 ; Brand Name: National Railway Museum ; Client: National Rail Museum ; IPA_ProductCoding: Entertainment & Leisure (Visitor attractions) ; Agency: CHEETHAM BELL ; Author: PAUL WARWICK ;