West Midlands Hub of Museums - Bringing the wolves to the door … and across the threshold. How the West Midlands Hub of Museums attracted a new breed of visitor

Trevor Lorains, Ian Mitchell and Richard Taylor

Museums and art galleries have traditionally been the preserve of the educated middle-classes. This campaign shows that it is possible to broaden their appeal to a wider audience, if you approach them in the right way.
Agency: BJL Group LtdAuthors: Trevor Lorains, Ian Mitchell and Richard Taylor

West Midlands Hub of Museums – Bringing the Wolves to the Door . . . and Across the Threshold! How the West Midlands Hub of Museums Attracted a New Breed of Visitor

INTRODUCTION

Museums needn't be the worthy preserve of the middle classes. It is possible to attract a wider market. It doesn't rely on changing the product or investing in big-budget campaigning. The solution relies simply on dissolving resistance to the unknown and the uncomfortable: a big step forward in the field of arts marketing....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands