Science Museum Group

Client: Science Museum Group Retail (formally NMSI) incorporating the physical and online shops of the Science Museum, National Railway Museum and National Media Museum. wwwsciencemuseumshop.co.uk / www.nrmshop.co.uk / www.nationalmediamuseum.org.uk


  • Devised and implemented the Christmas PR campaign for all three stores in the group
  • Included production of press packs and individual press releases; targeting of shopping editors/product pages in national newspapers and supplements, national consumer magazines (women’s/men’s lifestyle, home and garden, gadget/tech lifestyle, children’s media), key regional media, radio and online
  • Ongoing media liaison from September to December

The campaign resulted in almost 50 product mentions for the museum group’s shop ranges. Highlights included:

  • National newspaper/supplements featuring Science Museum products included a good mix of broadsheets (Daily Telegraph and Sunday Telegraph ‘Stella’, The Times magazine, Guardian Online, Independent ‘i’); middle market (Daily Express, Mail on Sunday ‘YOU’ magazine); and tabloid (Daily Star Sunday, Daily Mirror)
  • Two of the UK’s highest circulating women’s style magazines – Grazia and Stylist – featured Science Museum products (both adult and children’s gifts)
  • Two key London titles – Time Out Magazine and Metro – featured ScM products in their gift guides, over two weeks in the case of Time Out and across multiple pages in Metro
  • A wide selection of women’s ‘glossies’ (monthly and weekly) featured ScM products in their gift guides, including some of the UK’s most popular – Essentials, LivingEtc, Woman, Closer, Chat, Take a Break, Woman’s Own, Sainsbury’s Magazine
  • Online highlights included Harper’s Bazaar, Woman’s Weekly, three AOL sites (Lifestyle, Parentdish, MyDaily) and Mumsnet
  • National Railway Museum products were featured in the Yorkshire Post and on AOL Lifestyle