National Railway Museum

Agency: Thompson Brand Partners
Client: Science Museum Group
Brand: National Railway Museum
Category: Events and Visitor Attractions

Executive summary

Established on its current site in York in 1975, the National Railway Museum (NRM) tells the story of rail transport and its impact on society. It is the largest railway museum in the world and is home to the national collection of historically significant railway vehicles, artefacts, written and pictoral records.

However, visitor numbers had been falling since 2006. Rail enthusiasts were making up an increasingly higher proportion, with family visits falling alarmingly. And NRM was not alone. The other major museums and attractions in the York region were suffering too, with significant falls in visitor numbers across the board.

NRM reviewed its brand platform and issued a rebrand brief to help drive visitor numbers (both in person and online) and family appeal in particular. It also set an objective to grow revenue, as the museum was free to enter and funding sources were becoming harder and harder to secure.