Dippy On Tour brought quarter of a million visitors to Birmingham city centre

Birmingham Museum & Art Gallery has revealed over a quarter of a million visitors came to Birmingham city centre for the Dippy on Tour exhibition.

From 26 May – 9 September, 255,548 visitors came to visit the iconic Diplodocus skeleton cast during its 107 day run, making it BMAG’s most successful ever temporary exhibition. The exhibition attracted 140,203 additional visitors to Birmingham city centre, who visited especially to see the exhibition, including 66,844 visitors from outside the West Midlands.

Retail BID gave additional support to the arrival of Dippy on Tour by creating a dinosaur-themed topiary trail across the city centre, known as the Big in the City Dino Trail, which encouraged visitors to explore the popular shopping locations and learn more about different species of dinosaur as part of visiting Dippy. 250,000 pocket-size trail maps were printed and produced by the BID to help visitors find each topiary dinosaur around the city centre. The map was distributed across the region to hotels, tourist information centres, transport hubs and local retailers.

The Big in the City Dino Trail was promoted online through the BID’s consumer brand, Shopping in Birmingham as well as mentioned on BBC Midlands, Birmingham Connected, Birmingham Live, Birmingham Updates, I Visit England, Visit Birmingham and National Express social media channels.

The BID created a social media competition on Instagram to encourage visitors to grab a selfie with all ten topiary dinosaurs for a chance to win £500 shopping vouchers. The competition received 63 entries altogether with an additional 170 pictures of the trail uploaded to social media.

To capture the families during the school holidays, Retail BID also worked with Spark Media to produce a viral video for social media to promote the dinosaur trail. This reached over 74,000 people on Shopping in Birmingham’s Facebook page and 36,000 through Birmingham Update’s Facebook page.