Museum scoops prize at Museum & Heritage Awards

The Tank Museum scooped Marketing & Communications Campaign of the year at the annual Museum & Heritage Awards.

The prestigious event, held at the London Hilton on Park Lane, was attended by 500 representatives from the museum and heritage sector across the UK and beyond.

The Dorset charity beat competition from some of the biggest names in the sector – including British Museum, National Portrait Gallery and the V&A – to take the award for its “YouTube and the Creator Economy” campaign.

The Tank Museum boasts the biggest museum YouTube channel in the world, with just shy of 800k subscribers and 200m views.

Judges remarked how the campaign had “achieved the impossible” with “exceptional results” for its global brand building, audience accessibility and income diversification.

Photograph showing a camera in the foreground and a tank in the background, with a man sitting in front of the tank. The background is out of focus, and the man can be seen in the screen on the camera in focus.
The first livestream of TANKFEST Online during the COVID pandemic, raising £80k and attracting over a million viewers.

Nik Wyness, The Tank Museum’s Head of Marketing, said; “We’re very proud to be recognised for our work in creating educational video content, developing online enthusiast communities and using this platform to generate vital new sources of fundraising.

“At a time when all Museums are under considerable financial pressure, we’ve shown what can be possible when creativity, ambition and entrepreneurship are embraced in the pursuit of a financially sustainable future.”

three people stand in front of a bright pink background. The two in the centre are holding a pink award. Museum & Heritage Awards is projected behind them.
The award was accepted by Nik Wyness, Head of Marketing, Matt Sampson, Media Production Manager, and Lucy McCalister, Marketing & Communications Manager (credit Hayley Bray)

New jobs were created at the rural attraction as a result of the significant growth in e-commerce during the pandemic.

And last year it generated almost 30% of its total turnover online from non-visitors – allowing it to invest in the care of its collections, upgrade its facilities and improve its exhibitions.

“Our work as online content creators has created a new “business” – but it also shows that museums can exist and thrive beyond their physical locations.”

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