| Objectives: |
| • |
To re-launch the Florence
Nightingale Museum on London’s South Bank
after a £1.2million refurbishment |
| • |
To promote Florence Nightingale’s
centenary year and her birthday (12th May) |
| • |
To secure national print and broadcast
coverage for the museum |
| |
|
| Activity: |
| • |
Outreach to news, diary and event
listings sections of a variety of media, including
national, regional and nursing titles, both in
print and online |
| • |
Offer opportunities to review the
museum to national, regional, parenting and broadcast
outlets |
| • |
Secure in-depth features about
Florence Nightingale and the content of the new
museum by targeting national feature desks |
| • |
Offer interviews with expert spokespeople
to generate broadcast interest |
| • |
Sell in compelling images of iconic
artefacts being unpacked to national and regional
picture desks as a teaser before the opening of
the museum on the 13th May |
| |
|
| Results: |
| • |
The campaign generated over 60
pieces of coverage, including 18 pieces in the
national media and eight broadcast features |
| • |
Total reach for the pre and post
launch coverage exceeded 74 million |
| • |
Museum Director Caroline Worthington
and Florence biographer Mark Bostridge were interviewed
on Radio 4’s Women’s Hour about Florence’s
extraordinary life and the exciting re-opening
of the museum l Listen
here > |
| • |
BBC London featured the museum
on BBC Breakfast news the day before the re-opening |
| • |
The Independent ran a half page
piece featuring an image of Florence’s iconic
lamp being carefully unpacked ready for display |
| • |
The Express and The Sunday Express
dedicated double page spreads to Florence and
the museum ahead of the re-launch |
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|
| |
 Click
to listen to the Radio 4 Women’s Hour interview |
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|
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Download
full case study [pdf] |
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