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.
Our main campaign objective was to minimise any negative impact of the walrus being away from the Horniman for the first time. We wanted our visitors - 74% of whom visit on a regular basis - to continue to visit, and to embrace the loan of one of our most popular specimens: to enjoy its holiday rather than endure its absence.