Magna Science Adventure Centre: Rotherham's revolution

A disused South Yorkshire steelworks was turned into a popular tourist attraction within 12 months. In its first year against all expectations the attraction became the fourth most popular attraction funded by the National Lottery. It achieved beyond its targets in that first year with 57% more visitors than expected. The advertising and PR campaigns had a direct effect despite a fall in tourism in the area and negative perceptions of Millennium Commission projects