The Late Shows proved extremely popular last year
Newcastle’s offering for last year’s Museums at Night , The Late Shows, has been awarded the Best Integrated Campaign in the Northern Marketing Awards.
All of the marketing for the event was carried out by Tyne and Wear Archives & Museums' in-house communications department and judges were particularly impressed with the team’s use of social media alongside traditional media to create a successful campaign.
“This award for The Late Shows is recognition for the huge success of the campaign,” said Bill Griffiths, The Late Shows project manager.
Tyneside Cinema. Picture courtesy Sally Ann Norman
"The marketing was aimed at 18 -30 year olds, a notoriously hard to reach audience, and to get this non-traditional museum audience to visit cultural venues in their thousands on a Friday and Saturday evening is no easy feat," he explained.
"The creativity of the campaign and the wide range of media used not only reached the intended audience, but also captured their imagination and succeeded in marketing cultural venues as fashionable places to socialise with friends in the evening."
The success of the event is also reflected in the huge rise in visitors, from 4,000 in 2007 to 15,100 in 2009 making it the biggest Museums at Night event in the UK.
If your venue would like to get involved with Museums at Night 2010, go to the Culture24 Museums at Night page or contact Rosie Clarke on rosie@culture24.org.uk or 01273 623336.
