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Imperial War Museum:
Churchill War Rooms

Client
Imperial War Museum London
Sector
Museums & Heritage
Services
Hand to Hand Distribution, Activation
Imperial War Museum London, Hand to hand outside the Proms, on the right night

One night, one crowd, exactly the right audience

Imperial War Museum London and the Churchill War Rooms needed to reach people who already care about British history. Rather than spread the print thinly, we picked a single night and a single crowd.

Timing was the whole campaign

Teams handed literature directly to the public outside the Royal Albert Hall on the Last Night of the Proms. The audience leaving that building is, almost to a person, the audience these two sites want through their doors.

Hand to hand distribution works here in a way racking cannot. The print goes into the hand of someone who is already in the mood for it, and the team can answer a question while they give it.

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