Campaign details
Build excitement around ancient China to drive visitors to a unique exhibition about China's terracotta warriors.
Strategy
Museums can be seen as stuffy, outdated places. National Museums Liverpool challenged this perception by bringing the world of ancient China to life through compelling storytelling, original video content and surprising stunts.
With target ticket sales of 450,000 the aim was to diversify the museum's visitor profile and attract national audiences, including people who wouldn't normally visit. The epic story of China's First Emperor who lived 2,000 years ago underpinned the strategy.
Three campaign phases – with digital, social and video...