CASE STUDY: Beaulieu - Changing Perception

Provided by AMS Media Group
How AMS Media changed the perception of Beaulieu as re-education and audience diversification breaks admission records!

What was the Challenge / Background of the Campaign?

Beaulieu's main objective was to change the perception of it being simply a motor museum - and a rather traditional one at that. There was also a desire to increase the number of visitors and exhibitors attending each of the special events which run across the year. A potential opportunity was highlighted regarding increasing 'group party' visitors including educational visits by UK schools.

What was the Solution?

Through a combination of offline & online activity we developed & implemented a multimedia strategy which focused on the re-education of our target audience - communicating the fact that Beaulieu is 'much more than a Motor Museum'. We formulated specific audiences & ran activity to target the diverse range of people with potential interest in their special events, driving awareness via specialist magazines, resort guides, regional press, & online activity. Over the key holiday periods & directly leading up to each event we upweighted with TV, radio and door drops.

What were the Results?

Special events admissions increase in 2 years = 100%-200%. Admission targets = almost 50% over delivery. Another client retained by AMS for 10+ years (& still with us!).

What were the Key Learnings of this Campaign?

"AMS are an absolute pleasure to work with, always professional and quick to respond. They go above and beyond and have a real passion for our business." - Chrissy Winchcombe, Ex-Marketing & Business Development Manager.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
All adultsMale
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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