National Museum Cardiff: Dinosaur Babies
Set a dinosaur on the loose across the city in a campaign that drove record visitor numbers to the Museum and won international awards.
Objectives
- Drive target audience to the Museum’s website, specifically generating a 9% year on year increase in website views between May to November
- To sell over 300 exhibition tickets per day for first five days (this was a paid exhibition in what is a usually a free Museum)
- To achieve 25% more web page views than the previous year’s paid-for exhibition Treasures: Adventures in Archaeology which received 3,888 per month
- To introduce a new social media platform to the Museum for the campaign.
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Increase in traffic to the website in the teaser campaign alone
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Increase in ticket sales target – selling 3207 in first five days
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Record visitor figures at National Museum Cardiff across July and August
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Record visitor figures across National Museum Wales group
Content from the Campaign
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Dinosaur Babies was the Museum’s second ever paid for entry exhibition. The campaign smashed ticket sale targets through:
- An experiential series of events which saw a dinosaur on the loose throughout the city over 10 days, including smashed up statues, footprints, and giant claws appearing on the Museum.
- Rather than just posting about the happenings, we created The Daily Draco, a prehistoric newspaper reporting on twists and turns in the story.
- Regular video news reports were created, giving the opportunity to show the public engaging with the exhibits.
- Created a Snapchat filter for a family-focused influencer event to launch the exhibition, working with family bloggers to publicise to a key audience.
- The campaign won the Best Use of Social Media Award at the Chartered Institute of PR’s PRide Awards and a Silver in the International Design and Communications Awards in Los Angeles.
