Case Study: National Museum Cardiff boosts visitor numbers and ticket sales with Working Word

National Museum Cardiff drives record visitor numbers with Working Word and sells 3,207 tickets in five days

Working Word was engaged by National Museum Cardiff to promote its Dinosaur Babies exhibition, the museum's second-ever paid entry show. The challenge was to drive significant traffic to the museum's website, exceed a target of selling 300 tickets per day in the first five days, and introduce a new social media platform to its campaign efforts.

The solution implemented by Working Word was an experiential city-wide campaign that featured a dinosaur on the loose, complete with staged discoveries like footprints and damaged statues. They created a narrative through a prehistoric newspaper, The Daily Draco, and video news reports. Working Word also utilized a Snapchat filter for a key influencer event. The results were outstanding, smashing the ticket sales target with 3,207 tickets sold in the first five days, driving record visitor numbers, and winning international awards for Best Use of Social Media.

National Museum Cardiff