Our work
Background
The American Museum in Britain is the only dedicated museum of Americana outside the United States. The museum was experiencing decreasing footfall and needed to boost visitor numbers.
Objectives
- To increase the museum’s visitor numbers by raising the museum’s profile through PR activity
- Stimulate word-of-mouth and unpaid media exposure.
Actions
APT produced an ‘Attraction Audit’ for the American Museum, analysing the museum’s attractions on a variety of fronts, including target audience, competition and incentives. Following the audit, apt integrated a vast network of key local and media contacts, sourcing innovative media outlets, with new opportunities to spread the American Museum’s ‘word’ to a targeted audience; how many museums do you see with copy on in-flight magazines for example?
Results
On the back of apt’s PR campaign, The American Museum in Britain recorded an 80% increase in visitor numbers for their annual Christmas at Claverton celebration. Add to this the 10% increase in annual visitor numbers (on top of the county average(!)) and the value of a well-managed, targeted and cleverly executed pr campaign can be clearly seen.
