University of Oxford

Tourism Campaign

It’s not easy building a brand that unites seven different organisations for their own collective benefit. That was the nut to crack for Oxford University’s Gardens, Libraries & Museums.

Visitors to Oxford have long had the chance to enjoy the Ashmolean Museum, the Museum of Natural History, the Bodleian Library, the Weston Library, the Botanic Garden, the Museum of the History of Science and the Pitt Rivers Museum (all brought to you by the University of Oxford). But these seven bounties had never been framed as one big inspiring set of attractions.

Lovers teamed up with Jane Wentworth Associates to work closely with these seven organisations, arriving at a strategic plan for how to express the combined offer to regional and international tourists. Lovers developed the ‘Mindgrowing’ proposition, bringing it to life creatively with a tone-of-voice and look & feel. We then created all the touch points for an integrated campaign that saw visitors numbers spike by 10% (and rising).


Joined up thinking