Postal Museum: Branding

Thinking big What was the brief?

The Postal Museum, a new Central London attraction that opened in mid 2017, asked us to help market their new offering to the public and generate ticket sales.

We were required to drive awareness pre, during and post launch for The Postal Museum, ‘Sorted!’, a children’s entertainment area and ‘Mail Rail’, an abandoned underground mail delivery network that now offers rides to the public. 

Acting bold What did we do?

We created an integrated campaign that focused on the appeal of the Mail Rail as its driving force, with supporting comms showcasing the stories and offerings from the Postal Museum.

Out of Home advertising was recognised as our opportunity to create maximum noise with the underground the perfect environment for our subject.

With Social, we aimed for an ‘always-on’ approach, posting intriguing stories and details to the relevant audiences. We adapted work for online banners across sites identified as hotspots for our audiences.

We engaged with London ‘What’s on’ news site, The Londonist, to tap into the listings market, publishing articles before and on opening to help drum up interest.

And we launched a guerilla marketing campaign, with ‘clean’ graffiti, costumed actors and abstract tear-away posters disrupting familiar environments, creating noise and raising profile. 

Driving impact What were the results?

  • At four months in from launch, ticket sales are at 148% of target for the period.

 

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