Once Upon A Wartime: Classic War Stories for Children

Once Upon A Wartime:
Classic War Stories for Children
IWM North | February 2012 – September 2012
The Offer
Through the sponsorship of the Imperial War Museum North’s (IWM North) latest
special exhibition, Once Upon A Wartime: Classic War Stories for Children, we would
like to work in partnership and offer you the opportunity to:
–Communicate your brand’s key messages and secure press coverage
– Be actively involved in learning activities and family-friendly events
– Enable you and your guests to entertain in a thriving museum environment in Manchester
–Align your brand with the Imperial War Museum, one of the most respected museums
in the world
The Exhibition
Once Upon A Wartime: Classic War Stories for Children
delves into the pages of cherished books, bringing
stories of war dramatically to life. This family-friendly
exhibition at IWM North takes a fresh and engaging
look at five of the best-loved books written for children
about conflict – War Horse by Michael Morpurgo,
Carrie’s War by Nina Bawden, The Silver Sword by Ian
Serraillier, The Machine Gunners by Robert Westall and
Little Soldier by Bernard Ashley.
Through the use of life size settings, families are invited
to enter the imaginary worlds of these classic war
stories. From bleak landscapes of no man’s land in War
Horse to the imposing tower blocks of London gang
warfare in Little Soldier, Once Upon A Wartime will take
visitors on a journey through conflicts from the First
World War to the present day.
Right: Images of the exhibition while on display at IWM London in 2010
The exhibition explores the themes of loyalty,
separation, excitement, survival and identity
throughout the books and then goes behind
the scene of each story, explaining the author’s
inspiration through interesting and sometime
unseen items including manuscripts, early
sketches, interviews and photographs.
Above: Images of the exhibition while on display at IWM London in 2010
Learning Activities
and Family-friendly Events
A programme of learning
activities and family-friendly
events will complement the
exhibition, including trails and
quizzes, workshops, themed
visits for schools and colleges,
a ‘writer-in-residence’ project
with a local primary school and
a range of public events for
children and adults.
IWM North is one of the
organisations working with
Manchester Metopolitan University
to deliver the Manchester
Children’s Book Festival 2012,
under the creative direction of
Poet Laureate Carol Ann Duffy.
In June 2012 IWM North will
offer an extended schools
programme, which will include
some pre-festival writer events
and workshops in schools.
As a sponsor you will not only
be supporting the important
role the Museum plays with
young people in the community,
you will be actively involved in
our work and raising the profile
of your brand.
Families exploring the exhibition at IWM London
Once Upon A Wartime: Classic War Stories for Children will be shown in a landmark building that is itself
a visionary symbol of the effects of war. IWM North was designed by world-renowned architect
Daniel Libeskind to represent a world shattered by conflict. The Museum’s Special Exhibitions Gallery
is an extraordinary and compelling space, unrivalled in the UK. It is one of the largest temporary
exhibition galleries in the country with two aluminium-clad walls that pierce the exhibition space,
and a ceiling that plummets in one corner and swoops upward in another.
Special Exhibitions Gallery, IWM North
Exhibition Shaped by War: Photographs by Don McCullin
The Audience
Free entry to the exhibition.
The exhibition is expected to draw over 150,000 visitors.
The expected audience for Once Upon A Wartime: Classic War Stories for Children:
Learning Families
This family segment is primarily driven by a desire to
educate their children, broadening their knowledge and
life experiences.
These visitors want to have an experience that is
emotional or spiritual. Their personal connection
to the subject tends to be just that.
‘To think about how I might teach my daughter
about conflict and its impact on our lives.’
‘Have more of an understanding of what my
grandparents did in the war.’
The exhibition marketing campaign and visitor
programme activities will also target young adults
(16–24 year olds), primary school pupils and
secondary school pupils.
An opportunity for partnership with
the Imperial War Museum North
IWM North is offering a significant sponsorship opportunity with a range of bespoke benefits
that will engage your brand with a family audience. The Museum’s development team is experienced
at working creatively with corporate partners and has a flexible approach to sponsorship;
making sure individual objectives are fully met.
The Museum offers a bespoke benefits package, which includes:
Crediting and brand alignment
Involvement in the communications campaign
Exclusive events for your clients
Naming rights to events and activities
Crediting and Brand Alignment
The real value of sponsoring Once Upon A Wartime: Classic War Stories for
Children is not just connecting your brand with the people who come through
the doors; it is the connection your brand will make with the many more
thousands of people it touches through the marketing campaign.
– Logo used on all exhibition publicity material including
e-marketing and outdoor advertising
– Logo on IWM North website
– Onsite branding for the duration of the exhibition
– Naming rights to exclusive events and activities
Outdoor campaign at Piccadilly Metro Station. Nearly 21 million journeys are made on train services in Greater Manchester every year – around 57,000 a day
Case Study
Shaped by War: Photographs by Don McCullin, February – June 2010
IWM North produced the largest ever UK exhibition about the
life and work of Don McCullin, one of the world’s most acclaimed
photographers. Shaped by War: Photographs by Don McCullin was
supported by John Jones, Hamiltons Gallery, The Times newspaper
and private donors.
An extensive marketing campaign included rail and road outdoor
advertising, ambient print distribution, online promotion and a social
media campaign.
Shaped by War was the most successful exhibition ever for IWM North
in terms of press coverage. More than 360 pieces of press coverage
were generated, with a total advertising value equivalent to £1.3 million
and a total circulation/opportunities to see of 125.5 million.
The exhibition received extensive coverage regionally, nationally
and internationally. It was in reported in every national English
broadsheet newspaper and on BBC Radio 4’s The Today
Programme, the BBC One O’Clock and Six O’Clock News, BBC2’s
The Review Show, BBC News 24 and BBC World News America.
Regional press included Manchester Evening News, The Big Issue
and the Lancashire Evening Post. Online and social media included
The Today Programme slide show, the BBC website (140,000 hits),
lead picture on the BBC homepage, and video on www.guardian.
co.uk. The exhibition was the most talked-about subject on
Twitter one day shortly before the opening.
As part of their benefits package our exhibition supporters
enjoyed a VIP Preview and champagne reception in the Main
Exhibition Space at IWM North that included exclusive access
to the Shaped by War exhibition for their VIP guests to enjoy.
Left: Art collector and model Yasmin Le Bon opened Shaped by War: Photographs by Don McCullin,
and joined VIP guests for an exclusive after-preview dinner.
Involvement in the Press Campaign
The Imperial War Museum North has a proven track record of securing significant amounts of
publicity for its exhibitions, and experience of working with key media partners.
As a sponsor you will:
– Be offered the opportunity to invite key press and media targets
to the press preview for the exhibition
– Work with the Museum’s press team, to secure coverage
and communicate your brand’s key messages
Exclusive Hospitality
As a sponsor you will be at the heart of the exhibition
launch event and you will be given the opportunity
to speak alongside our opening speaker.
Other bespoke entertainment opportunities include:
Complimentary invitations to the launch event
Complimentary invitations to exhibition associated events
Complimentary and discounted hire of IWM North
Private curator led tours of the exhibition
Top: Dinner in the Main Exhibition Space
Bottom: Private drinks reception under a suspended Harrier Jump Jet
About the Imperial War Museum
IWM North receives 240,000 visitors each year and since it opened
in 2002 the Museum has welcomed over 1.5 million people from
across the region and beyond. Through its exhibitions, displays,
Big Picture Show (360 degree, immersive audio-visual experience)
and visitor programmes the Museum aims to enrich people’s
understanding of the causes, course and consequences of modern
war and its impact on individuals and society.
Imperial War Museum North was awarded Silver at the
Enjoy England Awards for Excellence 2010.
Sponsorship Levels
Exclusive sponsorship in the region of £15,000
Joint sponsorship in the region of £10,000 + vat
Exhibition partner in the region of £5,000 + vat
Russell Miller
Head of Business Development
Imperial War Museum North
0161 836 4043
rmiller @ iwm.org.uk