2011 Activity – Domestic Campaign

•Launch of Discovery Pass

•Leaflet printed and distributed (75k)

•Visitors encouraged to show pass at venues to obtain discounts on entrance prices, cafes and gift shops

•Free gift to incentivise 3 or more visits

•Top Trumps playing cards featuring 30 key North West inventors and influencers linking directly to 30 key venues

2011 Activity – Domestic Campaign

•Supported by media campaign £80 - £100k budget including:-• Radio advertising

• Real Radio Schools Out promotion

• Outdoor – metrolink and rail 6 sheets

• Online – yahoo, facebook, mumsnet

• Daily Mail insert

Creative execution

•Museums and attractions provide fun days out for the family

•We provide a solution to what to do with the children during the school holidays

•We offer value for money through the Discovery Pass offers and some museums are free to enter

•Children can learn whilst having fun

•There is a free gift which is fun and educational, it is connected with a strong brand which children already like

Creative execution – print

Creative execution – outdoor

Creative execution – online

Creative execution – web landing page

Creative execution – web landing page

2011 Activity – Domestic Campaign

Other activity•Primary Times magazine – Easter, summer editions•NPD school bag – 97k school children•AAA 67k

Venue support

•Venues were briefed at the annual event on 31 March and by stakeholder newsletter•Posters and window clings on display in venues•Consumer offers provided•Active distribution of Discovery Pass is encouraged