Ulster Museum

Campaign Diaries

Northern Ireland

Ulster Museum Reclaims Familiar Put-Down in New Big+Bold Campaign

Brand: Ulster Museum

Campaign: You Belong in A Museum

Source: https://www.adworld.ie/2026/08/07/ulster-museum-reclaims-familiar-put-down-in-new-bigbold-campaign/

Goal: To create a personal connection to the museum among under-represented groups and younger adults.

Claim: Your space to play, debate, explore, create and reflect

Media: Television, VoD, YouTube, Meta, out-of-home, within the museum

Summary: The Ulster Museum launched a new campaign transforming the phrase 'You Belong in A Museum' into an invitation for all audiences, aiming to enhance personal relevance and connection to the museum. Developed by Big+Bold, the campaign introduces the tagline 'Your Museum' and incorporates various messages to engage diverse audiences. It includes multiple media channels and is designed to be a long-term brand platform.

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