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Flying Scotsman locomotive at the National Railway Museum

Project Title: National Railway Museum: Inspiring the next generation of engineers

The audience

The National Railway Museum appointed Aberfield to provide strategic and operational PR and social media support for its two-week Future Engineers event – an action-packed interactive exhibition for families around the October half-term. It was aimed at getting youngsters excited by engineering and inspired to consider the different career paths into rail engineering.

Our key goal was to engage with ‘positive parent’ families, both regionally and nationally, to encourage attendance at Future Engineers and to create conversations about engineering, as well as science-related subjects at school.

The campaign

Through proactive engagement with journalists and bloggers we generated content for features, event round-ups and blogs around half-term and family-related activities. We also issued news stories to national and regional media about Future Engineers in the run up to the event.

We also carried out research to highlight the British public’s lack of knowledge around our greatest engineering achievements, from The Humber Bridge to Flying Scotsman. The research enabled us to demonstrate to the media how we need to improve our understanding of the importance of engineering in Britain’s history.

And as part of the annual ‘Illuminating York’ festival, we promoted the museum’s unique, interactive light installation, ‘Travelling Light’, to regional and national media.

The influence

By using our existing relationships with key journalists and securing further media opportunities, we were able to secure coverage in a range of consumer publications, driving visitor numbers for the Future Engineers event.

During the three months of the project we secured more than 50 separate pieces of print, TV, radio and online media coverage, reaching an audience of almost 41 million.

Over half of the media conversation about the National Railway Museum mentioned the importance of STEM education and almost 80% of the media coverage mentioned the Future Engineers event.

The museum plans to repeat Future Engineers in 2017.

For more information about the campaign, or to discuss how we could help you achieve similar results, please contact us.

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