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Imperial War Museum: The Charge of the Imperial War Museum
Imperial War Museum: The Charge of the Imperial War Museum
Imperial War Museum: The Charge of the Imperial War Museum
Objective: to market the Imperial War Museum, conveying its improvement whilst introducing an admission charge and dealing with the adverse effects of this. Media: London Underground posters, local radio. Results: attendances far above projected figure and higher than previous years. Large increases correlated with ad timings. All this was achieved whilst the general museum market remained flat