The Mary Rose Trust needed to test ideas and executions for a major upcoming communications campaign to support the brand and drive new visitors to the attraction. Focus groups were conducted among non-visitors to understand existing perceptions of the Mary Rose and the impact that a range of potential campaign themes and images would have on expectations of the visit experience and on propensity to visit. The work enabled the Trust to not only narrow down the campaign themes which resonated most with prospective visitors, but also guide the development of campaigns for the future.
“Decision House rapidly organised and ran a series of very helpful focus group sessions, with the insights gained not only supporting our thinking on key messages, but also generating important new ones to strengthen our campaign.”
