Imperial War Museum: The Charge of the Imperial War Museum - IPA Effectiveness Awards Case Study 1990

Brief Description: Objective: to market the Imperial War Museum, conveying its improvement whilst introducing an admission charge and dealing with the adverse effects of this. Media: London Underground posters, local radio. Results: attendances far above projected figure and higher than previous years. Large increases correlated with ad timings. All this was achieved whilst the general museum market remained flat ;---(TAGS)--- Full Title: The charge of the Imperial War Museum ; Number: 1990/319 ; Brand Name: Imperial War Museum ; Client: Imperial War Museum ; IPA_ProductCoding: Entertainment & Leisure (Visitor attractions) ; Agency: Ogilvy & Mather ; Author: Matthew Willcox ;