Case Study: Scottish Museums Council
Background
The Scottish Museums Council (SMC) is the main channel for the Scottish Executive support to, and the member organisation for,
non-national museums and galleries in Scotland. SMC provides strategic leadership for the sector, supporting its development to unlock
the potential of museums and galleries in Scotland.
The SMC wished to promote the 2007 Show Scotland weekend which ran from 4th to 7th May, and in particular to drive visits to the website www.showscotland.com, the main source of information on the weekend.
Show Scotland is a creative cultural events weekend celebrating Scotland’s museums and galleries. The initiative, led by the SMC, offers visitors from Scotland, the UK and overseas, a fun and exciting programme of events to entertain, amuse and inspire.
Activity
Digital-Scotland created an online campaign encompassing The Herald Online, Evening Times Online and s1play. The use of these websites would engage a relevant and culturally aware Scottish Online audience. The campaign comprised online display advertising within The Herald, Evening Times, s1play and 1 month’s sponsorship of the s1play weekly email alert. The s1play editorial team also included all Show Scotland event listings within the s1play database.
Results
As a result the campaign was viewed 268,153 times during the course of one month by a local and relevant audience. The target market
was successfully hit and 275 additional visitors to the Show Scotland website were also recorded.
