How AMS Media changed the perception of Beaulieu as re-education and audience diversification breaks admission records!
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.
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.
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!).
"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.