We initiated the cross-institutional Chinese social media campaign #backtomuseums# #重返博物馆  to celebrate the museums reopening in May 2021, together with 5 cultural institutions: The British Museum, The British Library, V&A, National Gallery and Royal Greenwich Museum. The campaign also received supports by multiple partners, including the the British Embassy, The British Council, London and Partners, etc.

Goals achieved

1.Drive digital engagement, with hashtag viewership over 4.78mn

2.Drive sales of tickets and museum shops

3.Expand the UK museums’ brand awareness

4.Attract more UK-based Chinese audience to the museums