The Charge of the Imperial War Museum

Matthew Willcox

1989 campaign to market the Imperial War Museum after its refurbishment. The financial problems facing museums during the late 1980s are discussed fully.
Agency: Ogilvy & MatherAuthor: Matthew Willcox

The Charge of the Imperial War Museum

INTRODUCTION

This case history aims to show that advertising, both in its execution and strategic development, helped the Imperial War Museum (IWM) improve the quality of its offering, and to introduce admission changes without suffering the expected decrease in attendances. In fact, attendances increased.

BACKGROUND

The British public has never been so well catered for in terms of diverting ways of spending their leisure time. 'Things to do' have become more plentiful, more sophisticated and more exciting - witness the launch of MOMI...

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