Leeds digital agency, Enjoy Digital, has been appointed by the Royal Armouries to conduct research into the museum’s digital presence, including visitor profiling, following a competitive tender process.
After securing funding from the National Lottery Heritage Fund, the Royal Armouries has commissioned Enjoy Digital to help it understand the typical profile of visitors to the museum across the Leeds City region and beyond.
Experts in user profiling, Enjoy Digital will research the online habits of the Royal Armouries’ audience, as well as providing insights to the museum on how it can best grow its appeal to diverse audiences through innovative engagement campaigns.
Through a series of nationally representative surveys, on-site surveys and focus groups, the outcome of the research will inform the Royal Armouries’ future digital engagement and communications strategy, as it aims to make its digital profile a fourth destination for visitors, alongside its physical sites at Leeds, Fort Nelson in Fareham near Portsmouth, and the White Tower in London.
Chris Jackson, managing director of Enjoy Digital, said: “We have shown our ability to accelerate businesses by pinpointing target demographics, previously working with a number of clients to improve their engagement levels.
“We are proud of our roots here in Leeds and so seized the opportunity to work with a Leeds -based, leading UK cultural attraction.
“It is great that the Royal Armouries has recognised the value of investing in digital platforms and we are thrilled to play our part in making this remarkable museum accessible to a wider audience.”
Paul Barrett, head of marketing and communications for the Royal Armouries, said: “We are grateful to the National Lottery Heritage Fund for awarding us the opportunity to further develop our digital offering and empower visitors from the Leeds city region and beyond to access the museum and its collection in new and innovative ways.
“We are passionate about Leeds so we are delighted to be working with local agency, with a stake in the city’s success just as we have. We are looking forward to putting Enjoy Digital’s important research into action to develop a digital strategy that provides visitors with another avenue to enjoy the museum.”