Black Country Living Museum

Since summer 2025, Navigate has partnered with Black Country Living Museum to strengthen digital infrastructure, improve campaign performance, and support strategic audience growth across the organisation’s core trading seasons and immersive visitor experiences.

Black Country Living Museum was looking to build a more connected and measurable approach to digital marketing at a time of increasing competition across the visitor attraction sector.

Alongside supporting a major summer campaign, the organisation wanted to strengthen attribution, improve reporting visibility, and create a more strategic framework for always-on and event-led marketing activity throughout the year.

With major seasonal campaigns and commercially critical trading periods ahead, including high-demand Christmas experiences, there was also a clear opportunity to evolve campaign performance while ensuring activity remained aligned with the museum’s distinctive brand and audience experience. 

Navigate initially focused on implementing and refining digital tracking infrastructure across the museum’s advertising network, creating stronger foundations for campaign measurement, optimisation and long-term planning. Working closely with internal teams, the partnership quickly evolved into ongoing strategic support across always-on digital activity, seasonal campaigns and audience growth planning.

Using sector benchmarking, continuous optimisation and performance insight, Navigate supported the museum across a range of immersive and award-winning visitor experiences throughout the year, helping ensure campaigns remained agile, commercially focused and audience-led.

A key area of innovation within the activity was the integration of organic social content into paid advertising campaigns, an approach not previously used by the organisation. By combining authentic storytelling with performance marketing principles, campaigns strengthened engagement while maintaining the character and personality of the Black Country Living Museum brand.

Alongside campaign delivery, Navigate also developed a completely new reporting framework for the organisation, bringing together commercial performance, audience insight and campaign visibility into a clearer structure now used internally and within presentations to the museum’s board.