• 1563957551644
  • 88%

    increase in new website traffic
  • 121%

    increase on pre-pandemic website traffic
  • 66%

    increase in first time visitors to museum

The Museum of Freemasonry


The Museum of Freemasonry came to Kallaway for media planning and buying to raise awareness of the museum and increase footfall, with a focus on increasing first time visitors. This followed a period of redevelopment by the museum to better tell the stories of Freemasonry and provide a destination for the curious minded and those willing to wander off the traditional culture trail. 

The museum’s target audience focus was on Morris Hargreaves McIntyre Culture Segments of Stimulation and Expression. 

Our Smart Imagination solution

When people think of Freemasonry it is often clouded by preconception. We used this obstacle to our advantage via our strategy of 'Look Closer' peaking interest and enticing the audience to learn more. We identified that the Stimulation and Expression culture segments would be best influenced via a combination of podcast advertising, digital display and hyperlocal mobile targeting.  

  • Podcast advertising: Geo-tarting listeners in London and Southeast with 30 second adverts running in popular history and culture orientated podcasts 
  • Digital display: Deomographic targeting on sites frequented by the target audience and contextual targeting, ensuring the ads appeared on relevant sites in real-time at the actual point of the site being read in standard ad sizes across desktop, tablet and mobile.
  • Hyperlocal Mobile Targeting (HMT): We influenced the target audiences in Covent Garden by serving them with full page adverts on thier mobile phones when they entered locations we had geo-fenced for the advertising to run. These included key decision making points for visitor to the area, such as local tube stations, restaurants and attractions. This highly effective targeting is covered in depth here.  


As a direct result of our campaign:

  •        88% of all website traffic was new – a 121% increase on pre-pandemic website visitor numbers.  
  •        The museum enjoyed a 66% increase in first time visitors 

Find out what we can do for you

Contact Rupert Bean, Media Director, on Rupert.Bean@kallaway.com 

  • Kallaway’s insightful approach delivered great results and growth for the Museum. The team was pleasure to work with and helped us overcome the difficult and uncertain times during the Pandemic.  I recommend Kallaway and will use them again.


    Barry Hughes, Marketing and Communications Director

    The Museum of Freemasonry


  • Japan House London Opening 15

    Japan House London

    Launching Japan House London as a gateway to contemporary Japan

  • TBhighres

    Tower Bridge

    Growing visitor numbers by 30% by influencing Londoners and Tourists

  • Being_Brunel__Museum_group

    Being Brunel for SS Great Britain

    SS Great Britain’s new museum celebrates the life and work of Victorian engineer Isambard Kingdom Brunel.

  • Jeremy-Deller---English-Magic

    William Morris Gallery

    Revealing Morris to a new generation