THE
R O T FAC
Inspiring Minds - Inspiring Results REVEALING SCOTLAND’S CULTURAL HISTORY OF DISEASE, DARKNESS AND DEATH.
CLIENT BRIEF & OBJECTIVES How do you develop a strategy to make the Plague appealing to a wide audience? Overcome barriers. Tackle long term perceptions of the Library as an elitist, academic research centre Attract new, younger audience (16 – 25years) Extend outwith the core user base older academics, (average age 49) and attract: o o o o o
Exhibition audience, local/Scottish visitors UK & overseas tourists, all ages Lifelong and community learners Schools Historians
Educate visitors on the outbreaks of contagious diseases in Scotland Deliver engagement of the collection and wide appeal
A STRATEGY TO MAKE THE PLAGUE APPEALING CREATIVE APPROACH Many of these icons were explored in the creative development of the campaign before opting for the most dramatic and recognisable of them all the red cross.
National Library of Scotland
Plague A Cultural History of Contagious Disease in Scotland
FREE EXHIBITION Friday 11 December - Tuesday 31 May George 1V Bridge, Edinburgh EH1 1EW. The National Library of Scotland is a registered Scottish charity. Scottish Charity No. SC011086
OPTION 1
OPTION 7
OPTION 3
National Library of Scotland
National Library of Scotland
Leabharlann Nàiseanta na h-Alba
Leabharlann Nàiseanta na h-Alba
Leabharlann Nàiseanta na h-Alba
PLAGUES A CULTURAL HISTORY OF CONTAGIOUS DISEASE IN SCOTLAND FRIDAY 11 DECEMBER - TUESDAY 31 MAY GEORGE 1V BRIDGE, EDINBURGH EH1 1EW.
FREE EXHIBITION OPTION 4
The National Library of Scotland is a registered Scottish charity. Scottish Charity No. SC011086
PLAGUES A Cultural History of Contagious Disease in Scotland
Free Exhibition Friday 11 December - Tuesday 31 May George 1V Bridge, Edinburgh EH1 1EW.
The National Library of Scotland is a registered Scottish charity. Scottish Charity No. SC011086
The final creative execution contained subtle details of black rats, almost hidden in its blood-spattered rendering.
The Plague! exhibition evoked a walk through a cramped Edinburgh Close, it used many of the creative devices from the core creative idea, most prominently the red cross, but also the liberal use of rats as floor graphics and directional signage.
ent
r ial ceive free achers!
PARTNERSHIP MARKETING & LIGHTWEIGHT MEDIA CAMPAIGN Special Events 2010 Mary King’s Ghost Fest 2010 18th – 23rd March Moving to March, this six day city-wide festival is a unique opportunity to explore the supernatural side of Edinburgh and its many allegedly haunted sites. For more information log on to
www.marykingsghostfest.com ENTRANCE TO THE REAL MARY KING’S CLOSE IS ON WARRISTON’S CLOSE OFF THE ROYAL MILE.
Supernatural History Tours 23rd – 31st October
oups
Explore the mysterious paranormal history of the Close with our seasonal Supernatural History Tours – an eerie alternative to our daily historical tours.
Opening Times
urs
Christmas on the Closes Throughout December
August 1st – August 31st
on
Join us for a festive tour as you discover the celebrated ‘Daft Days’ of a 1600’s Christmas!
private ntertain f n to
aces and sential.
, but mean e.
tion
ons, old.
10.00 – 21.00 (last tour)
Seven days a week
09.00 – 21.00 (last tour)
APS Group Scotland Creative Credentials
Seven days a week
November 1st – March 31st 2011 Sunday – Thursday 10.00 – 17.00 (last tour) Friday & Saturday 10.00 – 21.00 (last tour)
y er residents of Mar Let one of the form ‘above you on a journey King’s Close take and es clos en the hidd ground’ through h’s Old Town. streets of Edinburg perfect r, this tour is the Lasting one hou erground tour of addition to the und e will regale guid the – e Mary King’s Clos by and life in days gone with you tales of g’s Close tly how Mary Kin will reveal exac hadn’t fate its if d eare would have app construction of the been sealed by the Royal Exchange. 4 ; call 0845 070 624 Tour times vary the tion or enquire at for more informa . admissions desk
Keep in touch with the Close! Follow us on Twitter www.twitter.com/marykingsclose OR become a fan on Facebook www.facebook.com/realmarykingsclose
Free commentaries are available in French, Spanish, Italian and German (subject to availability – must be pre-reserved)
A LARGE PRINT VERSION OF THE INFORMATION IN THIS LEAFLET IS AVAILABLE ON REQUEST The Real Mary King’s Close reserves the right to alter or withdraw any package, exhibit, service, or price without notice and to refuse admission to any party. This leaflet was published in February 2010.
The Real Mary King’s Close is a
Leading Attraction.
Other attractions include: • Kent Life, Maidstone • The Canterbury Tales, Canterbury • Oxford Castle - Unlocked, Oxford• Spinnaker Tower, Portsmouth
ntact us.
www.realmarykingsclose.com
The Plague Doctor. Mary Kings’s Close.
For more information about these attractions or Continuum’s services please call 01904 527700 or visit www.continuum-group.com
National Library of Scotland
Poster
2 Warriston’s Close, The Royal Mile, Edinburgh, EH1 1PG T: 0845 070 6244 E: info@realmarykingsclose.com W: www.realmarykingsclose.com
nghire
t browse fee in
March 26th – October 31st
www.realmarykingsclose.com
Category: Marketing Communications
DIGITAL ACTIVITY A tailored microsite was established for the show, reflecting the imagery used in advertising and show design.
Web banners
AMBIENT
MEASURING RESULTS - DATA IS KING
Weekly Admissions to Plague! at NLS 15 Dec2015 - 30 May 2016
NLS Winter Exhibition Visitors 2010 -2016
(Source: NLS)
(N.B There was no show in 2011) 4500
3000
2500 2000 1500
2000
1000 23679
26628
36931
41446
45804
63413
2551 3034 2548 2542 3302 1841 2797 3125
4000
2207 2594 2777 2971
3000
3401 3229
5000
2027 1294 1525 1525 1705 1797 2401 2724 2424 2588
3500
4079
4000
6000
Visitors
Visitors
7000
500
1000
0
0 2010
2012
2013
2014
2015
2016
1
Years
2
3 4
5
6
7 8
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Ratio of Winter Exhibition Visitors to Overall visitors at NLS 2010 - 2016 % 50 45 40 35 30 25 20 15 10 5 0
17
19
26
29
32
44
2010
2012
2013
2014
2015
2016
Years
Weeks
RESULTS
A brand experience that broke all records at NLS
DISCOVER MORE...
Increase of 38% on the 2014/15 ‘GAME OF CROWNS’ DIS CO VER MORE...
53% higher than the 2013/14 ‘WHA’S LIKE US?’
v
+
PERSONAL STORIES OF THE FIRST WORLD WAR
FREE EXHIBITION OPEN UNTIL TUESDAY 11 NOVEMBER 2014 National Library of Scotland George IV Bridge, Edinburgh EH1 1EW
Created by APS
F R E E E X H I BI T I O N OPEN UNTIL SUNDAY 10 MAY 2015 George IV Bridge, Edinburgh EH1 1EW.
Created by APS
Attendances 13% higher than WWI ‘BEHIND THE LINES’
RESULTS
RECORD attendance of
OVER 63,000
38% INCREASE
on the existing record
BUDGET of only
£22,000
30p
JUST OVER
a visitor
And the visitor book clearly shows both how much the show was enjoyed and how successful it had been in attracting a younger audience
IS CK! ” “
I’ll leave the last word to one of our 63,000 visitors