The American Museum in Britain Strategy

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.