Royal Greenwich Museums
Celebrating a Nation at Sea
A top 10 visitor attraction in London, Royal Museums Greenwich (RMG) is home to GMT, the Royal Observatory, the Cutty Sark and the National Maritime Museum. Navigate were invited to come on board to help promote the historic attraction to an international audience.
Steeped in history Royal Museums Greenwich wanted to attract an international audience from the USA, ensuring it was a front of mind attraction for anyone planning, or currently on a trip to the UK.
To help define our audience we established the top 10 major US cities where people were researching trips to the UK, having collected this information we were able to serve them targeted advertising.
Our three objectives
The second stage of the activity was to retarget US visitors to the RMG website whilst they were still planning their trips, sharing content via PPC, YouTube and Facebook advertising showcasing the different museums, activities and ease of getting to the venues in London.
Finally we wanted to activate US visitors who were already in the capital, using the same channels we drove website traffic via a clear ‘buy now’ call to action leading visitors directly to a page on the RMG website where they could book their tickets.
The activity was further supported by the creation of thirteen short videos to use across the multiple channels.
“Navigate came to us as a recommendation and, so far, that endorsement has rung true. We’ve been impressed with their positive attitude, creativity and detailed approach to their work, and have no doubt that they will lead RMG’s social media strategy and, ultimately, brand in the right direction.”