West Midlands Hub of Museums: Bringing the wolves to the door

Museums needn't be the worthy preserve of the middle classes, it is possible to attract a wider market, and it doesn't rely on changing the product or investing in big budget campaigning. The solution relies simply on dissolving resistance to the unknown and the uncomfortable: a big step forward in the field of arts marketing. The integrated campaign achieved the objective of attracting a new breed of visitor to museums and galleries. The campaign represented a year on year increase of 9,327 people from the last two weeks of July until the end of September 2004 from a budget of under £10,000