Hermitage Museum, Netherlands

Travel guidebooks are a key marketing tool, reaching a large audience of travellers prior to their departure abroad. With our strong grounding in tourism and marketing, we have carried out numerous guidebook campaigns for major institutions including the British Museum, The National Gallery, London, the V&A and the Southbank Centre.

The objective of this study was to see how best the Hermitage Amsterdam could target the individual traveller through the analysis of top selling guidebooks in the UK and USA and if necessary, what options there were to improve positioning, presentation and visibility. The analysis consisted of cross referencing the information given to Agenda by the Hermitage Amsterdam with the guidebooks and travel websites Agenda had identified as being the most important in each country. The study showed how the Hermitage Amsterdam was currently positioned within each guidebook, looking at the quality of each entry and finally giving some ideas of how positioning and visibility can be improved

For further information about our work with the Hermitage Museum and other guide book campaigns, contact Pascale Bousquet.