Case Study: Museum of London achieves 60% social engagement growth and links media coverage to attendance with Cision

The Museum of London Increases Attendance and Engagement Using Media Intelligence and Insights

The Museum of London, which tells the city's story across two sites and is preparing to relocate its London Wall location to West Smithfield, sought to raise awareness of its offer, build public support for the move, demonstrate how communications drove attendance, and measure the popularity of individual exhibitions despite already high visitor numbers.

Partnering with Cision, the museum built a measurement framework using a 10,000‑respondent omnibus survey, mainstream and social content analysis, real‑time dashboards and regular evaluation reports to inform media planning. The program linked coverage to visitor trends, drove a 60% year‑over‑year rise in social engagement, secured features in 12 Tier 1 publications with over 75% carrying the museum’s key messages, and won Gold at the 2017 AMEC Awards for Best Use of a Measurement Framework.

Museum of London

Laura Bates

PR Manager