The Museum of London has revamped its communications as it focuses on becoming a
“consumer brand” to sharply drive up visitor numbers.
The organization has reshuffled its team, brought in two agency figures, and set a target of increasing media coverage by 33% this year.
Director of communications 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,” he said. “Museums across the sector are sharpening their focus and thinking about sustainable forms of funding, as well as demonstrating their value to their stakeholders.”
The changes follow the recent arrival of CEO Sharon Ament, whose communications background includes work as director of public engagement at the Natural History Museum.
Burson-Marsteller's Andrew Scott and Edelman's Laura Mitchell were appointed media officers, while PR manager Andrew Marcus was promoted to deputy head of communications.
Morris Hargreaves McIntyre has also commissioned research 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 extends 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.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.