"We have enjoyed working with Bolser now for over two years... first transforming our website experience for our visitors, and now improving digital engagement and commercial performance. The Bolser team have been key partners in our efforts to drive awareness & footfall, developing a more effective digital strategy and helping us to achieve positive commercial outcomes."

Tim Allnutt, Head of Marketing and Communications, RAF Museum

The challenge 

Inspiring new audiences to engage, explore and visit the RAF Museum 

Once the new website was launched, our focus shifted to the museum’s digital marketing. The long term aim was to increase visitor numbers by 40%, while competing with a plethora of ‘day out’ experiences and reduced family entertainment budgets. Our challenge was clear: we needed to reach the right people, at the right time, with the right messages.

Alongside building awareness of the RAF Museum’s core attractions throughout the year we needed to capitalise on peak times like Christmas and school holidays, which offered more opportunity to increase footfall and drive retail sales, through targeted campaigns.

In response, we devised a multi-channel, targeted marketing strategy, focused on delivering high impact campaigns layered with always-on activity, that aligned with target audience behaviour and the Museum’s strategic goals. 
 

What we did

Paid Social, PPC & SEO to drive awareness and visitors

We delivered a multi-channel digital marketing strategy across Paid Social ads, PPC & SEO, combining always-on visibility with high impact seasonal campaigns to engage audiences all year round.

  • The “Reasons to Visit” campaign was launched to drive continuous interest across key audiences throughout the year — highlighting exhibitions, interactive experiences and family activities at the museums. 
  • Seasonal campaigns were designed around commercial moments, such as Christmas and school holidays. AI-driven content planning helped ensure a content calendar that anticipated demand with tailored campaigns ready to go.
  • Paid Social activity across Facebook and Instagram featured rich visual storytelling and audience segmentation to increase engagement and conversion.
  • PPC campaigns via Google Ads were designed to capture high-intent users searching for museums, days out, and RAF related themes.
  • On-site content & information rich landing pages were optimised with high volume keywords to improve organic search visibility and ranking. 
  • Integrated AI tools helped to continuously refined targeting and creative through a/b testing, ensuring optimal performance and minimising wasted spend.
  • Performance dashboards powered by AI monitored campaign results in real-time, automatically redirecting budget to top-performing ads.
  • Collaborating closely with the Museum’s in house team, we aligned the campaign timing, messaging and content with broader marketing activity and key milestones. 

The Results 

By rolling out a conversion focused search strategy and bold, multi-channel campaigns, we’ve successfully engaged audiences at every stage of their journey — boosting visibility, reach, and engagement, and turning interest into action.

The results speak for themselves:

  • 12% year-on-year lift in impressions
  • 36 place jump in average organic search position
  • 30% higher click-through rate on brand campaigns
  • 140% surge in campaign page views from paid social activity
  • 25% increase in overall conversion rate

Relentless testing and optimisation have revealed the creative, audience, and messaging insights that truly move the dial; insights now powering every campaign we deliver.