National Railway Museum

This case study describes how the National Railway Museum in York, UK, rebranded in order to increase visitor numbers and make it more attractive to families.

National Railway Museum

Agency: Thompson Brand PartnersClient: Science Museum GroupBrand: National Railway MuseumCategory: 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...

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