National Museums Northern Ireland

Bringing a strong new brand to our top family attractions

The NMNI brand was not really visible. The group of visitor attractions that included the Ulster Museum, the Ulster Folk and Transport Museum and the Ulster American Folk Park were well known locally but not perceived as being part of an overall NMNI brand and consequently not making the most of marketing opportunities. We audited the brand in 2009 and developed a unifying concept that was clear, contemporary and appealing. The strapline 'explore, engage, enjoy' embodied the core vales of NMNI perfectly and the scene was set for an overhaul of how we looked at, spoke about and presented some of Northern Ireland's prize cultural assets.