The Unicorn is a ship of significant global importance and a tourist attraction with a fascinating story to tell. Its 200th anniversary will be celebrated in 2024 and marketing planning working up to this date was required. With the advent of V&A Dundee, the area is undergoing a transformation into a tourism destination of international interest and the time was right to harness this opportunity and ensure visitors to the area know that HMS Unicorn is a must-visit attraction.
Building solid marketing foundations to position the attraction for growth over the years ahead was required. By creating a marketing plan for the attraction, the team would then be best positioned to achieve its goals. An in-depth plan was created with much activity to be delivered for the year ahead focusing on bringing clarity to the museum’s proposition to engage would-be visitors. The plan laid out steps covering embedding systems and process, evolving the brand, target audiences and marketing channels for each, developing the website and digital marketing, building in-house marketing capability and more.
One output of the work has been the adoption of the strapline “The most original old ship in the world” to bring home how important HMS Unicorn is globally.
The in-house team are actioning the plan and despite the pandemic much progress has been made. The new website has been launched and this provided a stronger backdrop for a high-profile fundraising campaign, which exceeded its target.
Image courtesy of Wikimedia