Body Worlds

Body Worlds

Successful email campaign with impressive results

Background

When the amazing Body Worlds exhibition arrived at The O2, we were asked to advise on and implement a range of marketing methods and materials to raise awareness with educators about how a visit to Body Worlds could transform their students’ learning.

What did we do?

We took on an advisory role in the marketing and promotional plans for Body Worlds as well as reviewing the existing (US) educational guides that supported the exhibition.  We responded in a short time frame and limited budget, to promote Body Worlds as an educational exhibition that enhances the curriculum. This included the opportunity to register for a Teacher Preview Event, which we felt was the best way to demonstrate the learning outcomes and depth of learning achievable from visiting the exhibition and using the supporting educational resources.

  • We invested time directly engaging with London Local Authority advisors promoting Body Worlds, helping them to understand the links with Biology, PE, and Citizenship so that they could make informed recommendations for local schools.
  • We created an e-DM (electronic direct mail) which was sent to all secondary schools and advisors in London and the Home Counties – inviting them to the preview evening, promoting the educational value and relevance.

Results

The targeted e-DM was sent to 2,087 potentially interested parties, and received an amazing 51.3% click through rate. Approximately 450 attended the preview evening and comments collected on the exhibition and supporting programme were all very positive.

All original targets set by the client for educational attendance to the exhibition were reached and attendance figures exceeded.