Museum of London overhauls comms for visitor drive

The Museum of London has revamped its comms as it focuses on becoming a 'consumer brand' to sharply drive up visitor numbers.

Objective: The Museum of London wants to attract more visitors (Credit: Museum of London)
Objective: The Museum of London wants to attract more visitors (Credit: Museum of London)

The organisation has reshuffled its team, brought in two agency figures and set a target of increasing media coverage by 33 per cent this year.

Director of comms Antony Robbins said the new agenda was about ‘trying to think more like a consumer brand’ and called for others in the arts sector to do likewise.

‘We have to compete with other consumer brands for the attention of our visitors, and this is a change we’re going to have to see more widely.

‘Museums across the sector are sharpening their focusand thinking about sustain-able forms of funding, as well as demonstrating their value to their stakeholders.’

The changes follow the recent arrival of CEO Sharon Ament, whose comms background includes work as director of public engagement at the Natural History Museum.

Burson-Marsteller’s Andrew Scott and Edelman’s Laura Mitchell have been appointed media officers, while PR manager Andrew Marcus has been promoted to deputy head of comms.

Research has also been commissioned from Morris Hargreaves McIntyre to pinpoint target audiences.

The efforts are part of a broader target of doubling visitors to both the Museum of London and Museum of London Docklands by 2018.

Robbins said the rethink extended to stakeholder engagement, with moves to bring in investment from big-name backers. ‘It’s private business that has largely built the city the museum is in the heart of, so we want to reach out there too,’ he added.  

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.