Last Chance to Visit

Museum of London’s Greatest Weekends

In December 2022, the Museum of London primary site closed its doors for the final time before it reopens in Smithfield as the London Museum. Leading a multi-disciplinary team drawn from across the organisation, I spearheaded a six-month programme of events for visitors, schools, employees and stakeholders to mark this momentous moment. Activities ranged from school holiday kids events, four weeks of school takeovers, ten new online micro-documentaries, monthly after-hours curator talks, specially commissioned retail products, Black History events and a new large-scale mural by illustrator Willkay. The programme then culminated with two festival weekends featuring 24-hour opening, a London film festival, a stakeholder party and a celebration for the Museum of London team, past and present. And of course a stand-out marketing, PR and digital campaign with a new creative by Alphabetical. 

Results:

• 262,000 visitors over six-months (12% above target)

• Two busiest weekends in the museum’s history welcoming 25,000 visitors over the two festivals

• Record-breaking shop sales