“We’ve been working with Scoop for the full launch of Museum of Illusions Manchester, and they delivered exceptional results across the board. From start to finish, they brought big, bold ideas to the table and helped in creating a launch that really captured the energy and uniqueness of the museum.”
The Brief
Museum of Illusions is a globally recognised experiential leisure brand with 50+ locations worldwide – and they chose Manchester as their first ever UK home. With no existing UK media presence, no local relationships, and a crowded cultural attractions market to cut through, they came to Scoop as their Manchester PR agency to lead the launch from scratch.
The ask was clear: build brand awareness and genuine excitement before the doors even opened, drive strong footfall during the critical launch window, and establish a credible UK presence that would set the foundation for long-term success.
Our Approach
We didn’t just execute a launch — we built a local identity for a global brand. As Manchester insiders and a brand communications agency with deep roots in the city’s cultural and leisure scene, we bridged the gap between Museum of Illusions’ international scale and Manchester’s fiercely loyal audience.
Every campaign decision was rooted in what actually resonates in Manchester: bold creativity and community connection. This is what separates strategic PR and communications from tick-box work, and it’s exactly how we operate.
What We Delivered
As an experiential marketing agency and PR partner, our work spanned every stage of the launch and beyond:
- Launch Campaign – full press office, media previews, PR stunt with Manchester street artist ‘The Windswept Man’, OOH campaign, paid creators and a curated launch event
- Ongoing PR & Media Relations – national, regional and broadcast pitching across the full retainer
- Creator & Influencer Partnerships – ongoing gifted creator visits and monthly paid creator campaigns, directly correlated to visitation uplifts
- Brand Activation & Experiential Campaigns – Dog Days, Teachers Go Free, World Book Day, World Autism Month sensory sessions, Summer Holidays family strategy and 1st Birthday activations
- Local Partnership Introductions & Creative Consultation – connecting Museum of Illusions to Manchester’s cultural ecosystem and shaping brand storytelling at every touchpoint
Daria Jelavić, Global PR and Event Manager at Museum of Illusions
An Ongoing Partnership
What started as a defined launch brief has grown into something much bigger. Since September 2024, we’ve evolved from launch-mode into a full strategic partnership, embedded in Museum of Illusions’ marketing team, planning quarterly, and delivering an always-on integrated PR and creator strategy that keeps Manchester talking about them.
We act as their Manchester experts for a team managing 60+ museums worldwide – bridging local intelligence with global ambition. As a creative agency rooted in Manchester’s cultural scene, it’s exactly the kind of long-term client relationship we build and love.
Media & Coverage Highlights
Our PR and media relations strategy delivered coverage across broadcast, national and regional channels – exactly the mix a cultural leisure brand needs to build credibility and drive footfall.
- ITV Granada: Prime-time Friday 6pm feature reaching an average 250,000 viewers
- National press: The Express, Time Out UK
- Regional titles: Manchester’s Finest, Manchester Evening News, The Manc, Bury Times, Messenger Newspapers, and consistent inclusion in key Manchester family round-up guides throughout 2025
- Purpose-led coverage: World Autism Month sensory sessions secured strong press pick-up, positioning Museum of Illusions Manchester as a genuinely community-minded destination
Our Approach
We didn’t just execute a launch — we built a local identity for a global brand. As Manchester insiders and a brand communications agency with deep roots in the city’s cultural and leisure scene, we bridged the gap between Museum of Illusions’ international scale and Manchester’s fiercely loyal audience.
Every campaign decision was rooted in what actually resonates in Manchester: bold creativity and community connection. This is what separates strategic PR and communications from tick-box work, and it’s exactly how we operate.
As an experiential marketing agency and PR partner, our work spanned every stage of the launch and beyond:
- Launch Campaign – full press office, media previews, PR stunt with Manchester street artist ‘The Windswept Man’, OOH campaign, paid creators and a curated launch event
- Ongoing PR & Media Relations – national, regional and broadcast pitching across the full retainer
- Creator & Influencer Partnerships – ongoing gifted creator visits and monthly paid creator campaigns, directly correlated to visitation uplifts
- Brand Activation & Experiential Campaigns – Dog Days, Teachers Go Free, World Book Day, World Autism Month sensory sessions, Summer Holidays family strategy and 1st Birthday activations
- Local Partnership Introductions & Creative Consultation – connecting Museum of Illusions to Manchester’s cultural ecosystem and shaping brand storytelling at every touchpoint
Our Approach
We didn’t just execute a launch — we built a local identity for a global brand. As Manchester insiders and a brand communications agency with deep roots in the city’s cultural and leisure scene, we bridged the gap between Museum of Illusions’ international scale and Manchester’s fiercely loyal audience.
Every campaign decision was rooted in what actually resonates in Manchester: bold creativity and community connection. This is what separates strategic PR and communications from tick-box work, and it’s exactly how we operate.
An Ongoing Partnership
What started as a defined launch brief has grown into something much bigger. Since September 2024, we’ve evolved from launch-mode into a full strategic partnership, embedded in Museum of Illusions’ marketing team, planning quarterly, and delivering an always-on integrated PR and creator strategy that keeps Manchester talking about them.
We act as their Manchester experts for a team managing 60+ museums worldwide – bridging local intelligence with global ambition. As a creative agency rooted in Manchester’s cultural scene, it’s exactly the kind of long-term client relationship we build and love.
Media & Coverage Highlights
Our PR and media relations strategy delivered coverage across broadcast, national and regional channels – exactly the mix a cultural leisure brand needs to build credibility and drive footfall.
- ITV Granada: Prime-time Friday 6pm feature reaching an average 250,000 viewers
- National press: The Express, Time Out UK
- Regional titles: Manchester’s Finest, Manchester Evening News, The Manc, Bury Times, Messenger Newspapers, and consistent inclusion in key Manchester family round-up guides throughout 2025
- Purpose-led coverage: World Autism Month sensory sessions secured strong press pick-up, positioning Museum of Illusions Manchester as a genuinely community-minded destination