27th April 2012

The reopening of the world’s largest shoe collection

We’ve been working on a slightly more unusual campaign over the last few weeks – the reopening of the world’s largest shoe collection, based at Northampton Museum & Art Gallery. Opening its doors once again to the public after a £310,000 refurbishment led by Northampton Borough Council, the collection includes over 12,000 pairs of shoes, and is designated by The Museum, Libraries and Archives Council as “of international and national importance”.

CubanEight was tasked by longstanding client Northamptonshire Enterprise Partnership to raise awareness of the museum amongst national audiences, and highlight the world-renowned shoe-making and leather heritage that exists in Northamptonshire, together with the modern-day industry that continues to thrive. The county is home to some of the most well-respected shoe and footwear brands in the world, including Church’s Shoes and Dr Martens.

Visitors to the museum can trace the history of shoemaking in the area, as well as see some of the collection’s best-known pairs of shoes, which include Vivienne Westwood’s Super Elevated Ghillies (the style that caused Naomi Campbell’s downfall in 1994) as well as the shoes Queen Victoria wore on her wedding day and the stilts made for Elton John to wear in the Pinball Wizard sequence in the film of ‘Tommy, A Rock Opera’.

The campaign secured widespread awareness of the reopening of the museum through a series of national and fashion-focused media placements, including a feature on BBC Breakfast and articles in The Independent on Sunday, The Daily Mail, The Daily Telegraph and BBC online.







27th April 2012