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Ulster Museum rewarded for "brilliant" marketing strategy

Published: 08 April 2011

The Ulster Museum has won the Excellence in Marketing category at the Belfast Telegraph Northern Ireland Business Awards.

Gillian McLean, Marketing, Communications & Trading Director from the National Museums Northern Ireland with Sidney Towe, Operations Director of Progressive Building Society. Also in the picture is Claire Campbell from BMIThe Museum beat off competition from businesses all over Northern Ireland to be named as the category winner at the gala event held at the Ramada Plaza Hotel.

Judges were impressed by a marketing communications strategy to increase awareness about the Ulster Museum following its three year £17.8m refurbishment.

Pictured above is Gillian McLean, Marketing, Communications & Trading Director from the National Museums Northern Ireland with Sidney Towe, Operations Director of Progressive Building Society. Also in the picture is Claire Campbell from BMI. Click image to enlarge.

Focusing on firmly establishing the Ulster Museum as “the jewel in the crown of Northern Ireland tourism” the campaign set out to increase out-of-state visitors and to attract a wide socio-economic and geographic visitor profile from within Northern Ireland.

All targets and expectations were exceeded and an objective to increase visitor numbers to 400,000 within a year of reopening, was achieved four months ahead of schedule.

One year after reopening visitors had reached over 627,000, 57% ahead of target.

Brian Ambrose from the judging panel said: “We are often told that marketing is an area of weakness for many Northern Ireland companies. Well, the Ulster Museum has demonstrated that a local business can develop and implement a marketing strategy that directly resulted in quite spectacular results. It’s been a quite brilliant achievement.”

 

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