Campaign: Science Museum puts Brunel snaps on show

This year the Science Museum's events department appointed its first dedicated PR professional, Heidi Hatfield, to promote its facilities as a venue for corporate events.

Hatfield's first task was to publicise hospitality opportunities around the museum's ‘Isambard Kingdom Brunel - Fame and Fortune' exhibition, which opened in May and runs to the end of the year.

It celebrates the 200th anniversary of the celebrated engineer's birth, featuring a collection of pictures by the pioneering Victorian photographer Robert Howlett.

Campaign Brunel - Fame, Fortune and Photography
Client Science Museum Events
PR team In-house
Timescale April 2006-ongoing
Budget Undisclosed

Objectives
To position the exhibition as an examination of fame, photography and image management in the Victorian age. To reach out to a new corporate audience from the engineering sector.

Strategy and Plan
In May, the museum hosted the first Isambard Kingdom Brunel Awards, the culmination of a competition designed to promote innovation among young Brits. To maximise the success of this event, Hatfield approached the organiser, Brunel University, for contacts in the engineering sector.

She then put together a marketing release, presenting the exhibition as an example of ‘the engineer as hero' in
the Victorian age, flagging up the event's major attractions. These include two 3.5 metre models of the Great Eastern's hull by builder John Scott Russell, and the opportunity for visitors to observe Howlett's images as they were originally seen, through replica stereoscope (Victorian 3D) viewers.

This information was complemented with details of the Science Museum's corporate hospitality facilities and sent to a number of engineering firms and professional organisations, including steelwork specialist Cleveland Bridge Ltd and the Institution of Mechanical Engineers.

Event and corporate hospitality trade press were invited to a media preview of the exhibition on 25 May.

Measurement and Evaluation
The exhibition and details of the museum's corporate event facilities - including its Making the Modern World gallery - featured in a range of trade titles, such as Conference and Incentive Travel and VisitLondon's Business and Conventions newsletter.

Results
Energy firm EDF has booked the Brunel exhibition for a breakfast greeting for guests in October, while satellite engineer E2V Technologies  has signed up for an evening event in June next year.

E2V marketing comms and distrib­ution manager Andy Bennett says: ‘The museum's PR team revealed what our guests would experience and pointed out the options available to make our event relevant to us.'

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