Agency: | Author: Paul Warwick |
Area Awards 1999
How Telling the Story of the Train Increased the Appeal of the National Railway Museum
Executive summary
In the museum world, attendance is king. Targets are volume related, with secondary effects following. The NRM aimed to increase visitor levels, but faced several obstacles. The NRM has suffered from a trainspotter image within a congested attractions market around York. Attendances were predicted to fall nationally in the summer of 1998.
We positioned the museum as telling 'The story of the train' a place where...