The Challenge:

Represent was appointed by Museums Galleries Scotland to support their #MuseumsAreGo reopening campaign for June-August 2021.

Following lockdown and the continued impact of Covid-19, Museums Galleries Scotland wanted to help reassure and encourage the domestic market to visit their local museum and gallery as well as other museums across Scotland. While all audiences were to be targeted, there was a specific focus on empty nesters and young families in key regional areas.

The secondary objective was to promote the Museums Galleries Scotland interactive map with hashtag: #MuseumsAreGo.

The Solution:

With a limited budget the campaign needed to focus on earned coverage in key Scottish media.

Represent’s creative solution was to curate a list of top 10 museums and galleries for food, best views and fabulous family outings. This was pitched into Scottish national press along with opinion articles in national press highlighting innovation across the sector.

To secure widespread regional coverage, we prepared a list of ‘must visit’ museums and galleries to drive footfall in these specific areas and to encourage people to visit destinations in their own area. We focused our outreach on the Scottish Borders, Central Scotland, Dumfries & Galloway, Dundee, Edinburgh & the Lothians, Highlands & Islands, and Perthshire.

Digital advertorials ran online in Glasgow Live and Edinburgh Live focusing on the interactive map and featuring #MuseumsAreGo messaging

The Impact:

This campaign work led to:

• 21 articles including 12 x print, 8 x online, 2 x online
• 1,710,178 online reach
• 61,699 print views
• Approx. 4,000 views of the interactive map

Print coverage:

Isle of Bute News, Annandale Herald, Berwickshire News, Moffat News, Southern Reporter, Carluke Gazette, Dumfries & Galloway Standard, Sunday Post, Dunoon Observer & Argyllshire Standard, Annandale Observer, Dumfries Courier, Perthshire Magazine

Online coverage:

Edinburgh Evening News (Web), The Scotsman (Web), Berwickshire News (Web), Southern Reporter (Web), Sunday Post (web), Glasgow Live (web), Edinburgh Live (web), Daily Record (web), The Orkney News (Web), The Highland Times (Web)

A full coverage book can be accessed here with links to online coverage as well as key metrics around circulation and reach.

“This is our second campaign with Represent and yet again they demonstrated a clear understanding of the brief, and on a tight budget devised a hardworking campaign and creative solution that met our objectives.”

Louise Storie, Marketing and Communications Manager at Museums Galleries Scotland