National Marine Aquarium

The UK’s National Marine Aquarium (NMA) has experienced many of the trends that impact most visitor attractions across the world. The in 2019 the challenge was to address declining visitor numbers since the opening high. 

The NMA had considerable ambitions to expand its work and reach; therefore needed to think about how it could increase revenue to help support and implement its exciting plans. 

As most revenue is generated through visitors to the aquarium, the obvious answer, but perhaps not easiest, was to increase visitor numbers.

Navigate implemented a digital strategy that transformed its marketing direction and made an almost immediate impact by implementing a few quick wins. 

A Google Ads Grant was set up and optimised, creating an additional $10,000 per month in media spend. 

The introduction of an exciting creative suite of assets and a paid media plan saw ticket sales grow rapidly throughout.

Navigate then carried out a brand positioning strategy, including an audit of channels and recommendations for brand awareness and revenue growth.

Through the implementation of the strategy, the OCT secured a BBC2 television documentary series airing in 2023, plus a redeveloped experience offering, including dining nights and snorkelling in their exhibits. 

Finally, over time together we've formed a trusted relationship focusing on a clear return on investment and showcasing transparent results.

Set up and optimised a $10K/month Google Ads Grant

Delivered a full digital marketing strategy

Launched Meta and Search ad campaigns

Created high-performing creative assets

Ran data capture and conversion-focused campaigns

Delivered brand guidelines and positioning strategy

Shaped new experiences: dining nights, snorkelling in exhibits

Supported major media coverage (BBC2 doc series secured)

50%+ growth in visitor numbers since 2019

70% increase in charity turnover

National TV exposure and a refreshed, experience-led offer

Trusted long-term partnership built on ROI and results

"Since 2019, we have had the pleasure of working with Navigate, a top digital advertising agency. Their expertise and dedication have been invaluable in elevating the online presence of the National Marine Aquarium. With their creative approach and deep understanding of our mission, Navigate has effectively communicated our message to our target audience. 

Their consistent delivery of exceptional results and open communication have made them an outstanding partner. We highly recommend Navigate for their contributions to our ocean conservation efforts."

Head of Marketing, National Marine Aquarium