Museums of History NSW

Social media strategy and execution

We’re proud to support Sydney Living Museums creating a number of digital marketing campaigns to raise awareness for the fantastic events and museums they manage. Most recently we have managed and maintained the online marketing for Hyde Parks Barracks museum that has been fully refurbished to launch in 2020.

Marzipan Media were engaged to develop the digital strategy for the Hyde Park Barracks with the aim of growing audiences to establish an engaged online community as well as build awareness of the Barracks’ reopening and drive ticket sales and visitation. The first component of the digital strategy focused on organically building an engaged audience for a new Hyde Park Barracks Facebook page from a base of nil followers. Across an 8 week period, Marzipan Media shared a mix of content types (stories, galleries, videos) from the heart of the Hyde Park Barracks story to deliver sustainable growth but more importantly a highly engaged audience and a dedicated platform on which to promote tickets sales.

The second component was a paid campaign across search and social to drive awareness and ticket sales. The key challenge for the paid campaign was the multiple target audiences identified as part of the broader reopening marketing strategy (Sydney locals, domestic and international tourists, CALD and SLM members). Marzipan Media managed this by adapting creative and messaging over multiple ads across Facebook, Instagram, Twitter and Google Search to fit these specific audiences and the channels they frequent. The paid campaign across search and social ultimately delivered 80% of all campaign traffic to the Hyde Park Barracks ticketing website.

The online campaign ran over social and search and exceeded ticket sales objectives before the COVID lockdowns meant that the museum must, once again, close its doors.

Previously we’ve run digital marketing campaigns for the annual Sydney Open event. Combining content creation, storytelling and targeted online advertising to raise awareness, grow communities and sell tickets to the prestigious annual event. A role we have been proud to continue for the last 4 consecutive years.