We were tasked with constructing an advertising campaign for The British Museum as a university project.

5. Media Selection and Placement
London Underground
- Covent Garden, Leicester Square, Oxford Circus, Piccadilly Circus, Tottenham Court Road
Billboard
- Kings Cross, Covent Garden, Stratford, London Times Square, Leicester Square,
Southwark, Bloomsbury and Piccadilly Circus.
Bus Stops
- Central London locations in particular popular transport interchanges

6. Schedule

7. Estimated Budget
 London Underground – 150 units
3 x4 sheet pack of 25 = £7,990 (2 weeks)
3 x12 sheet pack of 25 = £19,765 (2 weeks)
Total = £79,090
Billboards – 8 units
Average cost of £1,400 per billboard (1 month)
Total= £16,800
Bus Stops – 100 units
Total = £96,000
Total Estimate = £191,890

8. Reaching the Target Audience
Who?
Tourists and visitors to London and the 2012 Olympics.
Fans of the James Bond films.
How?
Clear links to the style and imagery of James Bond
Targeting popular tourist attractions
Strategic placement to accentuate the exhibition

9. Application of Objectives
Create extensive awareness of the exhibition
- Analysing the target audience
-Using iconic imagery
- Informative yet striking visual displays
Increase visitors by 20% compared to last year’s summer average.
- 5.8m visitors a year
- An average donation of 15p per visitor
- Most popular UK cultural attraction
- 5.3m expected visitors to London in the summer months