Client: National Army Museum

Brief: Raise awareness of the Painting the Troubles exhibition and drive footfall to the museum.

Response Summary: Total Media suggested that in order to encourage people to visit the collection of Painting the Troubles artwork we could use a virtual gallery to give a sneak preview of what was on offer in the museum. We recommended the creation of a microsite which included a revolving picture gallery as well as details of opening times, address and a link through to the National Army Museum website.

• The Telegraph was selected as a good fit both in terms of the audience profile and their extensive coverage of the Arts & we negotiated an ‘advertorial’ style campaign that ran over a 2 month period
• This gave us the opportunity to not only showcase the exhibition but also to convey essential information about the museum itself – location, opening times, etc

Result: Nearly 3,000 users visited the National Army Museum microsite and over 800 users clicked directly through to the museum’s own website. Following monitored attendance figures against advertising activity, all attendance targets were met and the client was extremely happy with the campaign results