Since 2006, Museums Galleries Scotland (MGS) has run a weekend of approximately 90 events, designed to showcase the eclectic cultural experiences in the country. However, the cuts to public sector budgets in 2011 signalled the body’s need to up the ante, and to get visitors interested in museums and galleries once again.
MGS briefed Tayburn to create a national publicity campaign, galvanising museums from Aberdeen to Ayrshire to bring the diverse events programme together. The consultancy created a unifying mark for the event, and a ‘Festival Of Museums’ theme that dispersed negative opinions of museums with vibrant graphics.
Their work paid off: more than 19,000 customers engaged with the programme over one weekend. The Scottish economy was boosted in excess of half a million pounds, and 91% of visitors were left inspired to visit more museums and galleries in the near future