National Railway Museum: How Telling the Story of the Train Increased Appeal

Suffering from a trainspotter image the NRM were keen to increase their visitor numbers around York. This was a challenge in a congested visitor attractions market. With families as the target audience they used TV to position the museum as telling 'The Story of the Train'. As a result of this campaign the museum earned £66k from increased ticket sales and secondary income. In addition, visitor numbers over the year more than paid for marketing expenditure