25th June 2007
Sumo has launched a new marketing campaign to promote museums across the region on behalf of the North East Regional Museums Hub and MLA North East.
The "i like... museums" campaign which launched earlier this week is encouraging people to visit museums in the North East by linking their collections to people's individual interests, showing that museums have something for everyone.
The "i like..." brand for the campaign has been applied to over sixty themes, ranging from historic periods such as "i like... Romans" to more unusual trails which you might not associate with museums including "i like... things to do with a hangover."
The campaign uses a mix of media - press, outdoor and radio advertising, sponsorship, promotional teams, merchandise, PR and a website that takes advantage of the latest Web 2.0 trends. The site contains a directory of all the museums and trails and invites users to submit their own themed trails, rate trails, give feedback and enter competitions.
The campaign is a result of a unique initiative funded through MLA North East, bringing together a marketing panel from thirteen regional museums to develop new ways to cross-promote their venues. Sumo have been working with this marketing group since January 2007 to develop their vision of a series of themed trails in to the "I like museums" campaign.
Jim Richardson, Managing Director of Sumo, said "Museums rarely work together to cross-promote theri activities, and nothing of this scale has been tried in the UK before. We are especially excited about the i like... museums website, which not only tells visitors about what North East museums have to offer, but asks them to share their experience and tell us what they like about museums."
The "i like... museums" campaign will run across the region throughout the summer.