Inspiring Results: Helen Crosthwaite

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