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So many people treat the humble leaflet as poor man's marketing. We took a different tack for the Shipbuilding exhibition on board HMS Belfast. Opening the leaflet revealed instructions to turn the piece into a ship of your own. Bringing your completed paper vessel onto the real thing delivered a 20% discount on ticket price - and helped the recipient understand the interactivity of the floating naval museum, a critical part of our ongoing marketing strategy. It's little wonder that we helped build HMS Belfast's visitor figures by 17% year-on-year. |
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