Fanatic.

5th May 2009

Ship’s Campaign Kicks Up a Real Stink for Marketing Award

A MARKETING campaign devised for Brunel’s ss Great Britain has been short-listed for a national award.

‘A True Story’, incorporating the ‘Gert Big Stink Challenge’, has made it to the finals of the Museums & Heritage Awards for Excellence.

The over-arching campaign was the brainchild of Bristol-based Design Agency Fanatic, and included the website, leaflet and advertising for Brunel’s ss Great Britain. It also inspired the ‘Gert Big Stink Challenge’, a fun promotional activity developed by the museum’s in-house marketing and communications team.

The glittering awards ceremony will be held next week (May 13) at Church House in Westminster, London, and will be presented by broadcaster Simon Calder.

In notifying Brunel’s ss Great Britain of the short-list, organisers for the award referred to ‘impressive achievements’ from the museums and heritage sector and reported a ‘record number of entries’.

The Brunel’s ss Great Britain marketing campaign will be competing against much larger organisations for the award. They are the London Transport Museum (‘The Art of the Poster’); the Museum of London (‘Jack the Ripper and the East End’); National Museums Liverpool (‘Seized’); the Natural History Museum (‘Darwin’); and The Manchester Museum (‘Lindow Man: A Bog Body Mystery’).
 
‘A True Story’ focussed on the real elements of the visitor experience – covering technological and social history. Stories told in the Dockyard Museum and on board the ss Great Britain, through a choice of audio companions and vignettes, are taken from passenger diaries, newspaper accounts, and official reports.

On board Brunel’s ss Great Britain visitors can touch, see, hear and smell what life was like for Victorian passengers and crew.

Onboard smells were taken out to the streets of Bristol and Bath by Mr Brunel, who challenged passers-by to test their olfactory senses for the ‘Gert Big Stink Challenge’.

These ranged from freshly baked bread, carbolic soap and stables, to steamship engine oil and vomit, plus an empty smell cube cheekily representing attractions that do not have smells!

As well as introducing people to elements of a visit to Brunel’s ss Great Britain – including historic smelly facts – the campaign was designed to challenge preconceptions, and emphasise the fun.

Visually the ‘A True Story’ campaign was best represented through the website, and a movie trailer-style television, bus and print advertising campaign. Market research undertaken on site at Brunel’s ss Great Britain demonstrated successful cut through, with a high percentage of visitors having seen the campaigns and who reported that advertising and leaflets had helped prompt their visit.

Anna Preedy Events Director of the Museums & Heritage Awards for Excellence commented: “The Museums & Heritage Awards for Excellence provide an unparalleled opportunity to celebrate the wealth of expertise and innovation in this industry.

“They spotlight the truly exceptional work that goes into creating world-class visitor attractions, providing recognition to operators and suppliers that is much deserved and long overdue.”

She added: “This year's winners will be announced at a glittering ceremony. Presented by journalist and broadcaster, Simon Calder, the evening is guaranteed to be a wonderful celebration of all the incredible work achieved in this sector during 2009.”

Ian Collis-Smith, Creative Director of Fanatic, said: “We were asked to engage people with the ship, focussing on her glamourous history. Our ‘True Story’ theme, printed in the style of a movie poster, and produced digitally in the style of a movie trailer, imediately added a glamourous link for potential visitors, connecting them with this truly life-changing ship.

“Communications across all media provided a call to action with the website address, and the website serves the wide range of visitors from primary children, and families, right up to the ship enthusiast.”

Director of the ss Great Britain Trust Matthew Tanner commented: “As an independent museum and registered charity it is vital that we work with suppliers who share our creative vision, and have an understanding of our commercial needs.

“Every penny spent on marketing Brunel’s ss Great Britain must be effective, so that we can attract visitors and care for this historic and national treasure.

“This marketing campaign has proved successful in attracting visitors to Brunel’s ss Great Britain, and has also brought fun to the streets of Bristol and Bath. Above all it emphasises the authentic reality of the ship and the stories of the thousands who sailed around the world in her.”