Beaulieu: Re-education and audience diversification breaks admission records

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The brief in brief

The brief in brief

Beaulieu's main objective was to change the perception of it being simply a motor museum - and a rather traditional one at that. There was also a desire to increase the number of visitors and exhibitors attending each of the special events which run across the year. A potential opportunity was highlighted regarding increasing 'group party' visitors including educational visits by UK schools.

What was achieved

Special events admissions increase in 2 years = 100%-200%

Admission targets = almost 50% over delivery

Another client retained by AMS for 10+ years (& still with us!)

Our thinking & doingThrough a combination of offline & online activity we developed and implemented a multimedia strategy which focussed on the re-education of our target audience - communicating the fact that Beaulieu is 'much more than a Motor Museum'. We formulated specific audiences and ran activity to target the diverse range of people with potential interest in their special events, driving awareness via specialist magazines, resort guides, regional press, and online activity. Over the key holiday periods and directly leading up to each event we upweighted with TV, radio and door drops.

Group and education titles were also utilised to promote trips to Beaulieu and overseas press to attract the international 'petrol head' enthusiasts.

Client sentiment"AMS are an absolute pleasure to work with, always professional and quick to respond. They go above and beyond and have a real passion for our business." - Chrissy Winchcombe, Ex-Marketing & Business Development Manager.