Travel Trade Wales

International Marketing Award for Museum's Dinosaur Campaign

International Marketing Award for Museum's Dinosaur Campaign

Dino Claws at National Museum Cardiff
Dino Claws at National Museum Cardiff


National Museum Wales (Amgueddfa Cymru) has won Silver at the prestigious International Design and Communications Awards which was held in Los Angeles in November. The silver was awarded for the Museum’s ‘Dinosaurs on the Loose’ marketing campaign in the Best Exhibition Campaign category. The campaign also won a Gold Award for Best Use of Social Media at the CIPR Cymru Wales’ PRide Awards 2017 last week.


As part of Visit Wales 2017 Year of Legends, the ‘Dinosaurs on the Loose’ campaign was created in-house and designed to promote the Dinosaur Babies exhibition at National Museum Cardiff.

The campaign saw giant dinosaur claws appearing on top of National Museum Cardiff, a statue was broken, and shop windows smashed by the dinosaur culprit. A dinosaur tail, footprints and eye were then spotted at St Fagans National Museum of History, Big Pit: National Coal Museum and the National Slate Museum in Llanberis as the dinosaur roamed around Wales over the summer months.

The dinosaur claws were made by Cardiff based international model makers, Specialist Models who are thrilled to have been involved in a project on home turf. The Museum also worked closely with project managers SC Productions who led on the City of the Unexpected and award winning PR agency, Working Word led on digital communications.


June Francois, Amgueddfa Cymru, who project managed the campaign said, “We are delighted to scoop the silver award! It’s a terrific result for this innovative campaign and a great way of recognising and rewarding the hard work of everyone involved.”


National Museum Wales operates seven museums across Wales including National Museum Cardiff, St Fagans National History Museum, the National Roman Legion Museum, Big Pit National Coal Museum, the National Wool Museum, the National Slate Museum and the National Waterfront Museum.


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Published 1 December 2017


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