TOURISM CAMPAIGN: British Library holds key to conserving UK books - Tourism

The British Library is the national library of the United Kingdom and receives a copy of every publication produced in the UK and Ireland.

Campaign: Making the British Library Centre for Conservation a Best Seller
Client: British Library
PR Team: Communique PR
Timescale: September to October 2007
Budget: under £10,000

Its Centre for Conservation (bottom right) was opened in May 2007 to ensure that the British Library's books are conserved for future generations.

To celebrate the opening, an exhibition had been set up at the entrance to the centre and tours to the general public take place on a weekly basis.

Objectives
To gain coverage for the British Library in national, regional and listings media. To develop awareness of the tours.

Strategy
The strategy highlighted the tools, natural resources and materials that are used in the centre's work, the conservationists and the artefacts under the strapline: 'Saved for the Nation'.

The Communique team organised behind-the-scenes preview tours for national arts journalists, regional press and specialist trade press, who were invited to observe the work undertaken by the conservationists.

A downloadable video podcast of the conservationists at work was put on the BBC website before and after the launch of the tours, and staff were profiled for case studies.All this positioned the library as the key to conserving the nation's books and documents.

Measurement and evaluation
The campaign received 28 pieces of coverage in the national and regional print press, radio, TV and online press, including The Sun, The Times, Thisislondon.co.uk, BBC online news, Evening Standard and Reuters.

There was a three-minute piece on prime time BBC London News and blanket coverage in the listings pages.

Results
Since October, more than 250 people have gone on the behind-the-scenes tours of the British Library's Centre for Conservation and the waiting list for the tours is now three months.

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