About

A former WWII RAF hangar was turned into a visitor attraction. Over £20million was raised to create a state of the art home for important artifacts and create an archive of racing history at Silverstone, a former RAF airfield, the current home of the British Formula 1 and home of British Motor Racing.

Problems

Due to a delayed opening in October 2019, with the official opening ceremony in March 2020, this gained important coverage and was reported on local and national news, with Prince Harry and Sir Lewis Hamilton officiating the event.

Within days this immersive attraction had to close its doors due to the Covid 19 outbreak. Gaining data from visitors was paramount for future marketing decisions, specific questions needed to be asked to gain a better insight into audience profiles.

Plan of Action

An Engagement team were placed at high footfall exit points, data capture was via tablets, a set of pre-arranged questions; First time / returning visitor, How they discovered the museum, where they travelled from, did they have a good time and would they recommend their experience. Over a booked period of 4 alternate days, vital data was captured.

Key Outcome

Giving visitors a chance to open up after the experience whilst their memory was still fresh, our questionnaire capturing team engaged and took vital answers. This was then filtered into categories with a visual presentation of the percentages as easy to read infographics. This then gave the marketing team at Silverstone Interactive Museum vital data that would then lay the foundations of future campaigns. This method provides higher rates of data capture when compared to form filing and online questionnaires.