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Victoria and Albert Museum

A Pirate’s Life for Me

Promotions

Our experienced Brand Ambassadors became Pirates for the week to spread the word about A Pirate’s Life For Me.

The V&A Museum of Childhood’s first major exhibition to focus on fictional pirates and their influence in popular culture ran between October 2018 and April 2019. The immersive and playful exhibition was free to enter and a fun yet educational activity for the whole family to explore together.

We sourced the best Pirate’s costumes in all the land and set our best Pirates to spread the word to families during February Half Term.

We completed 18 shifts and managed to distribute a total of 3,600 Pirate postcards, 15 high-fives and 35 ‘arrrs’ to parents and children (approximate numbers of ‘arrrrs’ of course).

The costumes were a big success amongst the kids – some asked us if we were real pirates!
Jenny CW, Brand Ambassador

Distribution locations were expertly chosen to target both local and tourist families who would be looking for activities during half term and the weeks after, particularly those who were interested in cultural events such as Theatre or Film. Examples included the following:

  • A Winter’s Tale at the National Theatre
  • Icarus at the Unicorn Theatre
  • We’re Going on a Bear Hunt & Peppa Pig: My First Concert as part of Imagine Children’s Festival at the Southbank Centre

The Campaign achieved excellent distribution rates, as well as engagement and conversation due to the added element of costumes.

The shift went very well, with the kids absolutely loving the pirate outfit.
Abbi-Jean R, Brand Ambassador