We’re very proud to have been involved in a unique campaign to support the reopening of the RAF Museum after its lockdown closure.
As they prepared to welcome visitors back to once again enjoy a great and safe day out, we were asked to create an impactful and engaging campaign to support their reopening.
During lockdown, the RAF Museum launched a competition to their loyal followers to design a poster for their reopening. With everyone having a bit more time on their hands and looking for creative things to do, the competition proved really popular and there were hundreds of entries! The designs were whittled down to just three from three age groups and using the winning poster artworks, we were tasked with bringing them to life with some impactful animated ads designed to interrupt, inform and provoke.
Taking the original artwork we were able to recreate the winning entries into four different social sizes, with colour and creativity key elements of each final design whilst also ensuring the elements would work effectively for each frame. Ads featured on Facebook and instagram.
Using the same messaging across the different winning artwork designs, we were able to keep the campaign consistent but bringing it to life in three different unique and engaging perspectives.
This messaging needed to fully support the Museum reopening date but also highlight some running COVID safe changes for visitor awareness.
With the health and safety of visitors and colleagues in mind, the Museum made some changes and will be asking visitors to pre-book their arrival time at rafmuseum.org. While still offering free entry to all, the new timed ticket approach will guarantee the space needed for a safe and enjoyable day out. It was therefore important to communicate these aspects to create a warming and reassuring welcome for prospective visitors.
With the animated banners complete, we planned and scheduled a campaign to deliver the ads, with analytics set up to measure and review effectiveness of the schedule period.
In preparation for the re-opening, the Museum has been working hard behind the scenes to prepare new social distancing measures, a one-way visitor flow and will limit the number of people in each building. Hand sanitiser will also be available at the entrance to each hangar and throughout each building, in addition to hand washing facilities in all Museum buildings.
The RAF Museum is unique in terms of its size, they offer wide open spaces – both inside and out, and a range of exhibits that will engage the whole family. Both sites have large green spaces, ideal for a summer picnic and they are also offering take-away food in their restaurants. Onsite parking is available, and the Museum shop will also be open and take contactless payment.
Barry Smith, Director of Visitor and Commercial Development, RAF Museum:
“We are incredibly happy to welcome our visitors back and have implemented a range of measures across both sites to ensure a safe and great day out for the whole family. Our friendly staff are also committed to creating a considerate and respectful environment for all our visitors. With our expansive spaces and engaging exhibits, we are the ideal day out for the summer.”
This campaign should give the RAF Museum reopening the high profile launch it warrants, reaching out and connecting with people, especially at a time when more and more are choosing a staycation, needing inspiration for things to do.