V&A Dundee – Growing Audiences through Targeted Marketing and Travel Trade Engagement

As Scotland’s design museum and a major visitor attraction, V&A Dundee attracts audiences from across the UK and internationally. The challenge was to support the museum in reaching new audiences and strengthening awareness among travel trade partners to help drive visitor numbers and extend the reach of its exhibitions and programmes.

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Approach

The Goldie Collective provided marketing and audience engagement support to help strengthen the museum’s reach among both visitors and industry partners. Working alongside the internal team, we developed content and communications that highlighted the distinctive experiences available at V&A Dundee and its role as Scotland’s design museum.

Alongside marketing activity, we supported travel trade engagement — helping position V&A Dundee within wider Scotland itineraries and strengthening connections with tour operators and tourism partners to encourage greater inclusion in cultural and travel programmes.

Impact

The work helped raise the profile of V&A Dundee among both visitors and travel trade partners, supporting wider awareness of the museum’s exhibitions, programmes and visitor experience. Through targeted marketing activity and strengthened industry relationships, the project continues to contribute to increasing visibility and continued growth in visitor engagement.

V&A Dundee continues to attract audiences from across Scotland, the UK and internationally, playing an important role in Dundee’s cultural and tourism offer.