Case Study

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.


  • 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.
0 %
Increase in traffic to the website in the teaser campaign alone
0 %
Increase in ticket sales target – selling 3207 in first five days
Record visitor figures at National Museum Cardiff across July and August
Record visitor figures across National Museum Wales group

Content from the Campaign

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.