Relaunch ad campaign for National Museum of Scotland
A campaign for National Museums Scotland has been devised to promote the launch of the £47.4m redevelopment of the National Museum of Scotland.
Created by Frame, the campaign highlights the reopening of the museum at the end of July and is part of a wider marketing strategy which is directed at local, national and international audiences. This strategy aims to encourage over a million visitors to cross the threshold of the museum during the first year.
Catherine Holden, director of marketing and development at National Museums Scotland, said: “We have created a quirky campaign to capture the imagination of our visitors, with ten different treatments to show the huge range of our collections. We’ll be rolling the creative out into the city, with help from some great local partners, and over the next few weeks it will be on posters, buses, banners along Princes Street and shop window displays, as well as newspapers and magazines. This will all add to the excitement that is already building towards opening.”
The approach for the campaign was devised by Eilidh McDonald, head of design and creative director Angus Walker from Frame to utilise contracts and similarities, both visually and verbally.
The treatments showcase the diversity of the objects contained within the Museum and encourages visitors to ‘Discover the bigger picture’ at the museum.
The campaign, for which MediaCom Edinburgh has conducted media buying, will run until December across outdoor, digital, ambient and press activity.