The brief was not merely to reveal the new museum and its contents to the UK audience through advertising, but also to launch the museum on the day, in a way that would prove memorable not merely to those attending the event, but interesting enough to TV and news channels to be broadcast around the world, to a global audience.
We decided that this wasn’t about the dust of history, what it’s about is the coming together of the whole story in one of the most contemporary museums in the world. This was an event of international importance. In that light, each and every aspect from the launch event itself, through TV, print to online, shows the iconic museum building and all that it contains being revealed from under Henry VIIIs Royal Standard.
It's estimated that the launch event was seen by nearly 1 billion people across the planet and that the year-on-year footfall at Portsmouth Historic Dockyard rose by over 100% in the months during the launch phase