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#MuseumsAreGo Marketing Campaign 2022

The campaign

Our campaign this year will help to raise the profile of the sector to a predominantly Scottish-based audience, encouraging the public to visit, as well as support, their local museum and gallery and other museums across Scotland. There will be a focus on taking advantage of what is on our doorstep and encouraging visits within our own communities, to experience those local stories that need to be told.

Following on from the success of our work with bloggers, as part of last year’s campaign, we will utilise local micro influencers to inspire their followers to visit their local museum or gallery. This will allow us to reach a wider audience, as well as specific communities.

We also plan to undertake PR activity, which will help to highlight the breadth of museums and galleries that are open right across Scotland, offering something for everyone.  

We will also explore some paid advertising opportunities to reach key target audiences.

Our Google map, showing where museums and galleries are open with website links, will continue to be central to the campaign, and will be our main call to action.

We will also be encouraging the use of the following hashtag across all social media #MuseumsAreGo.

Get involved


Use #MuseumsAreGo across all social media to share news about opening, exhibitions, events, and activities.

Google map

We will include those museums and galleries that are open to our Google map. This will be our main call to action across all our communications. We encourage all museums to make sure they have updated websites, and/or Facebook pages, as we will directing people here to find out more information.

PR activity

We will be undertaking PR activity this year in the lead up to the spring and summer holidays. We will share any releases with national as well as regional press. We will also explore broadcast opportunities. Let us know any exhibitions and activities that you have programmed during this period. Contact Louise, MGS Marketing and Communications Manager:

Marketing support

Alongside the campaign, we will provide marketing support for the sector to help museums with their own marketing activity.

Marketing Support Surgeries:

Due to the positive uptake of marketing support surgeries last year, we will once again be offering a number of one-hour, online slots with members of our comms team, to discuss anything to do with marketing. 

Sign up for a marketing support chat. Dates available throughout April- June.

Reopening Marketing Toolkit

We have developed a Reopening Marketing Toolkit, to help you with your own marketing activity.

Top Tips for a 'No Budget' Reopening Campaign

Need to start thinking about telling your visitors you are reopening for the visitor season ahead, but have little or no budget put aside for marketing? Read our top tips for a 'no budget' reopening campaign.