Burkitt DDB wins brief to promote free entry into national museums
Following the scrapping of admission charges to the six national museums, Burkitt DDB has been appointed to create an advertising campaign promoting free entry.
The agency picked up the business after pitching against Saatchi & Saatchi, and Roose & Partners.
The Science Museum, The Victoria & Albert Museum, the Museum of London, The National Maritime Museum, The Imperial War Museum and The Natural History Museum have joined for the marketing initiative, in a move first mentioned in Marketing Week (August 16).
The ad campaign will begin in January in the South-east, subject to final sign off, with media handled by Manning Gottlieb Media. Ads will run on London Underground and in the London press. The value of the account has not been revealed.
Nancy McGrath of consultancy Britton McGrath Tansley is in charge of communications. McGrath is the former director of marketing for Tussauds.
The scrapping of entry fees has been made possible after the Government granted tax relief to a list of museums and galleries. Admission charges at the London museums and several regional museums were lifted last weekend, generating an increase in visitor numbers
The UK’s galleries and museums have worked together in the past offering overseas visitors a GoSee discount card. The card offer, which ran for nearly ten years, finished when plans for free admission went ahead. The tax relief for museums, which allowed them to scrap admission fees, was part of the Government’s 1997 election manifesto.
