Targeting new and younger audiences with an integrated marketing campaign

It's relatively easy to create public and media interest in Scotland's national bard. It is more challenging to direct that interest onto the Robert Burns Birthplace Museum (RBBM) in Ayrshire. And considerably more challenging to attract young adult and culture visitors to the Museum from Scotland's central belt.

Robert Burns was a typical young Scottish man. He loved women, music, a drink and wasn't afraid to be controversial. The truth about his past is revealed at the RBBM, which presents the world's largest Burns collection.

Did you know that Burns was only 37 and a half when he died? He was a romantic, and his love for the ladies saw him father a total of twelve children to four different women. His internationally famous song 'Auld Lang Syne' has been covered by the likes of Jimi Hendrix, Elvis Presley and Rod Stewart.

Our campaign set out to teach young adults about the iconic Scottish figure, who used his voice to become an inspiration the world over.

Robert Burns Birthplace Museum: The Campaign Brief

The £21m Robert Burns Birthplace Museum (RBBM) opened in January 2011 and visitor numbers in its first year were approaching half a million. However, the National Trust for Scotland (NTS) was keen to attract new younger audiences to the Ayrshire site, which is home to the world's most significant Burns collection.

Matthews Marketing (MM) was appointed in September 2011 to develop and deliver an integrated marketing strategy for 2012.

Objectives

The purpose of the marketing campaign was three-fold:

1. To encourage visits to the RBBM
2. To generate media interest in the RBBM
3. To raise the profile of Burns specifically reaching new target audiences: young adult and culture visitors

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