| 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 |
| |
|
| |
 Click
to listen to the Radio 4 Women’s Hour
interview |
| |
|
| |
 Download
full case study [pdf] |
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