Brief
Dinosaur Exhibition Marketing & Visitor Experience
Lincoln Museum (formerly The Collection) partnered with the Natural History Museum to host the traveling Dinosaur Encounter exhibition in Lincoln
Energy Cell was commissioned to develop and implement a comprehensive brand and marketing campaign to promote the Dinosaur Encounter exhibition to audiences across Lincolnshire.
Primary Objectives
- Design an optimal exhibition layout – Create a thoughtful floor plan that guides visitors through an educational and engaging experience
- Develop interactive digital elements – Implement digital touchpoints to enhance visitor engagement and highlight key exhibition features
- Create effective print advertising – Design print materials that appeal to both children and adults to generate widespread interest
- Execute a multi-channel social media campaign – Develop and implement a social strategy to build anticipation and drive attendance
Creating Purposeful and Functional Visitor Journey
The exhibition layout designed by Energy Cell transformed the standard museum space into a structured prehistoric experience. Working closely with Lincoln Museum, we mapped a floor plan that guided guests logically through the dinosaur displays, creating natural pauses at key exhibits while maintaining smooth traffic flow even during peak hours. Educational elements were positioned strategically throughout, with clear sightlines and appropriate spacing that accommodated both individual visitors and school groups, resulting in longer dwell times and higher engagement with the exhibition content.
Designing Interactive Digital Elements
The digital components created by Energy Cell added depth to the Dinosaur Encounter exhibition experience. We developed touchscreen displays that allowed visitors to explore detailed information about each prehistoric specimen, complete with animations showing how the creatures moved and behaved. These interactive stations were positioned at key points throughout the exhibition, giving context to the physical displays while providing additional educational content for various knowledge levels. The digital elements proved particularly popular with school groups, who spent significant time engaging with the interactive features, enhancing their learning experience beyond passive observation.
Creating Targeted Print Materials
The print campaign developed by Energy Cell extended the exhibition’s reach across Lincolnshire through strategic design and distribution. We created eye-catching posters and flyers that featured the exhibition’s star attractions while clearly communicating essential visitor information. The materials were designed with dual appeal—bright, engaging visuals to capture children’s attention while including sophisticated educational elements that interested parents and teachers. These print materials were distributed to schools, libraries, tourist information centres, and community hubs throughout the region, resulting in strong advance ticket sales and sustained visitor numbers throughout the exhibition’s run.
Driving Attendance Through Digital Channels
The multi-channel social media campaign crafted by Energy Cell built momentum and public interest in the Dinosaur Encounter exhibition. We developed a content calendar featuring behind-the-scenes preparation, sneak peeks of key specimens, and educational dinosaur facts that generated anticipation before opening day. Custom graphics and short video clips were created for each platform, with content tailored to different audience segments across Facebook, Instagram, and Twitter. We also coordinated with local influencers and parent bloggers to extend reach. The campaign achieved strong engagement metrics, with the exhibition-specific hashtag gaining traction throughout Lincolnshire and contributing significantly to the strong attendance figures throughout the exhibition period.
The Result
More Visitors, Higher Engagement
The Dinosaur Encounter exhibition proved highly successful for Lincoln Museum. Visitor numbers surpassed targets, with particularly strong attendance from schools and families. Guests spent more time engaging with both the physical displays and digital elements compared to previous exhibitions. The social media campaign generated significant online buzz and expanded the museum’s digital audience. Visitor feedback highlighted the smooth exhibition flow and interactive features as standout elements. This success has further established Lincoln Museum as a key cultural destination in Lincolnshire.
View More Projects.
Vivienne Westwood – Digital Exhibition
Interactive Digital Experience | Exhibition Marketing Campaign | Social Media Strategy
Lincoln Castle: Historic Revival
Heritage Interpretation | Visual Identity | Promotional Materials | Visitor Experience Design
The Collection – A Century of Valour Exhibition
Exhibition Design | Historical Storytelling | Display Graphics | Marketing Collateral