Herbert Marketing Team Shortlisted for National Recognition

22 April 2013

The Herbert Art Gallery & Museum's Marketing and Communications team have been shortlisted in the prestigious Museums and Heritage Awards for their work on creating and delivering their recent Dinosaurs Uncovered marketing campaign. 

The campaign delivered between 21 July 2012 and 6 January 2013 resulted in the busiest exhibition ever at the Herbert with over 47,000 visitors attending during the sixth month period. 

Campaign elements included the creation of the Dinosaurs Uncovered brand, print, social networking and web promotions, over £500,000 worth of evaluated media coverage, radio advertising, outdoor media, viral campaigns, a creative drawing competition across school and creative writing competition. Marketing support contracts were also agreed with the Coventry Evening Telegraph, Touch FM, National Express Coventry and in the later stages Groupon to help maximise revenues for the non profit making trust. 

The exhibition resulted in achieving over 200% of its initial targets and brought in significant levels of gift aid, donation, cafe and shop revenues. 

All proceeds from this exhibition go towards supporting the Herbert's important work with local communities, maintaining FREE admission to the museum and art gallery and maintaining the collections for future generations. 

Jamie Perry - Head of Marketing and Communications commented 'I'm delighted that the hard work of my team has been recognised against extremely tough competition from national galleries and other market leaders. We left no stone unturned in our delivery and it was gratifying to deliver a strong campaign to help support the organisations work. We look forward to attending the awards and are keeping fingers and toes crossed for a great result!'