Museums & Galleries Edinburgh
Showcasing the beauty and history of Edinburgh
Un.titled was commissioned by Marketing Edinburgh, the official destination marketing organisation for the city, to bring to life and showcase MGE.
A new website was part of this vision. This needed to be full of clear information to help people navigate MGE’s beautiful A and B listed venues and their series of events and exhibitions.
Like a brand-new gallery space, this new website will let visitors immerse themselves in the beauty and history of Edinburgh.
Councillor Donald Wilson, Culture and Communities Convener
The Solution
Our team created a new website that was designed to inspire local residents and city visitors alike through rich stories and beautiful imagery. The website provides detailed information on the city’s much-loved museums, galleries and monuments, and in time is intended to become the fifteenth ‘major venue’ for Edinburgh.
A specific goal of the website was to increase footfall at all the venues that fall under the MGE umbrella and tell the stories of the city’s collections.
A further aim was to help increase the commerciality of all venues. Part of this included facilitating the online sale of admission tickets for the Scott Monument and Nelson Monument for the first time.
Services
Like a brand-new gallery space, this new website will let visitors immerse themselves in the beauty and history of Edinburgh, no matter where they are in the world. The new website will expose our venues and events to new audiences, and provide a space for people to learn about Edinburgh.
Councillor Donald Wilson, Culture and Communities Convener
The Results
In its first year, since launch, the new website led to an increase in footfall and ticket sales to the Scott Monument and Nelson Monument by 34% and 10% respectively. Additionally, by year two, footfall across all MGE’s venues rose by 24% YoY, and the website saw the number of unique users increase by 150%.
Over time and in future phases, the rich knowledge and experience of curators and staff will be showcased alongside stunning imagery of the collections, blogs and stories to inspire people to visit and explore further. drag
“The new website is a core element of our strategy to drive additional footfall while strengthening an important commercial revenue stream, all of which is reinvested back into the city’s cultural offering. It is the perfect digital shop window to showcase the rich variety of locations, artworks and curiosities that Museum & Galleries Edinburgh manage and maintain on behalf of its city residents. Together with Un.titled, we have effectively created what will be a 15th venue.”
John Donnelly, Chief Executive, Marketing Edinburgh
