Museum of Tropical Queensland - Marketing & PR

The Problem

Visitation to the MTQ had dropped by over 30% during its first three years of operation. A related drop in income meant the Museum did not meet its budgetary forecasts.

The Solution

Balfour Consulting undertook desktop, qualitative and quantitative research into the museum's markets and from this developed a three-year Strategic Marketing Plan plus an associated implementation plan for the first financial year. This included providing ongoing marketing and PR consulting services to the museum over a 13 month period to guide the development and implementation of the plan, a complete restructuring of the Museum's advertising and promotions activities and the introduction of a comprehensive communications program focused on local and regional media.

The Results

  • Implementation began in Q3, 2003/04.
  • The largest one-day attendance was achieved on January 18, 2004 (3500 visitors, up 250% on the previous best and not equalled since).
  • Record visitation in Q3 2003/04 (91% increase on Q3 2002/03).
  • Achieved budget for first time in Q3 2003/04.
  • Four media partner agreements negotiated.
  • Media coverage averaged 37 items per month (newspapers, TV, radio and magazines).
  • Five Councils signed up for the Community Pass Program.
  • The Museum won a North Queensland Tourism Award 2004, The Museum the Gallery and Museum Achievement Awards 2004 and the Public Relations Institute of Australia State Award for Excellence 2004.