Walrus on the move

Discover how an integrated marketing campaign can minimise disruption - and maximise positive coverage - when a popular museum exhibit is loaned elsewhere. This resource describes the experience of the Horniman Museum and Gardens, whose taxidermied walrus paid a temporary visit to Turner Contemporary, Margate. The museum's campaign around the missing exhibit raised awareness of the project, gained favourable coverage across the media, and even helped increase visitor numbers. It also took the award for best marketing campaign at the Museums + Heritage Awards 2014.