What we think

Introducing our new campaign for Oxford University’s Gardens, Libraries and Museums…

February 2017

We’re thrilled to announce the launch of a marketing campaign we’ve developed with our creative partner, Lovers. The campaign's for Oxford University’s Gardens, Libraries and Museums – that’s Ashmolean Museum of Art and Archeology; Bodleian Libraries; Botanic Garden and Harcourt Arboretum; Museum of the History of Science; Museum of Natural History; and the Pitt Rivers Museum. Say hello to ‘Mindgrowing’.

A WEALTH OF HISTORY IN CHANGING TIMES

The University runs a number of major cultural attractions – including the above – which receive over two million public visitors per annum, making them the most-visited university museums in the world and among the most-frequented non-national museums in the UK. Until recently marketing investment for the sites had been modest, but – in a fast-changing world and with financial pressures growing – the need for action was felt keenly.

To realise their ambition to be more commercially successful, and to stand out in this competitive landscape, they needed a joint proposition, articulating their collective offer and positioning – while also communicating the unique strengths of each venue. This proposition would be used as the basis for a major marketing campaign.

THE JOINT CAMPAIGN

In partnership with Lovers, we were appointed to develop the proposition and create the campaign – which was designed to raise awareness and position the venues as must-see destinations for tourists and day-trippers.

 

“We’re delighted with the Mindgrowing campaign, which really captures the rich and eclectic nature of Oxford’s collections in a witty and eye-catching way.”

Susannah Wintersgill, Director of Communications & Marketing at Oxford University Gardens, Libraries and Museums

Our research and analysis revealed the opportunities as well as the perception barriers that the campaign needed to address. The lightbulb moment came when we realised the University might have seven sites – but they all equated to one mind-expanding experience. Hence: ‘Mindgrowing’.

The resulting campaign celebrates the rich history and almost-surreal diversity of the collections, combined with the dream-like qualities of Oxford itself. Through six different executions, and a map – all using the same playful headline style – it invites visitors to experience an extraordinary and magical day out by visiting Oxford University’s ‘Mindgrowing’ gardens, libraries and museums. You'll find posters all over London Underground and across Oxford.