HMS Belfast

The challenge

HMS Belfast, a historic Royal Navy cruiser and one of London’s most iconic visitor attractions, is operated by Imperial War Museums.

Moored on the Thames near Tower Bridge, it offers nine decks of immersive naval history. While popular with families, history enthusiasts and tourists, the team recognised opportunities to revisit their tried and tested marketing strategy and broaden their audience, modernise engagement, and enhance their appeal to a younger, more diverse demographic, all without losing sight of their core mission: to educate and inspire.

I conducted an extensive review of their customer journey both domestic and international to uncover where there might be opportunities to switch up their approach.  As a result they now have a set of actionable ideas and an audience-focused plan to enhance visitor experience.