Press Releases


Amgueddfa Cymru – National Museum Wales has won Silver at the prestigious International Design and Communications Awards which was held in Los Angeles in November. The silver was awarded for the Museum’s ‘Dinosaurs on the Loose’ marketing campaign in the Best Exhibition Campaign category. The campaign also won a Gold Award for Best Use of Social Media at the CIPR Cymru Wales’ PRide Awards 2017 last week.

As part of Visit Wales 2017 Year of Legends, the ‘Dinosaurs on the Loose’ campaign was created in-house and designed to promote the Dinosaur Babies exhibition at National Museum Cardiff.


The campaign saw giant dinosaur claws appearing on top of National Museum Cardiff, a statue was broken, and shop windows smashed by the dinosaur culprit.  A dinosaur tail, footprints and eye were then spotted at St Fagans National Museum of History, Big Pit: National Coal Museum and the National Slate Museum in Llanberis as the dinosaur roamed around Wales over the summer months.


The campaign received a grant from the Visit Wales Regional Tourism Engagement Fund. The dinosaur claws were made by Cardiff based international model makers, Specialist Models who are thrilled to have been involved in a project on home turf. The Museum also worked closely with project managers SC Productions who led on the City of the Unexpected and award winning PR agency, Working Word led on digital communications.


By the end of August the Dinosaur Babies exhibition has attracted 35,945 admissions, exceeding the target to date. National Museum Cardiff enjoyed record visitor figures in July and August with 134,813 visitors. The National Museum Wales group had its best ever August visitor figure of 297,792 visitors, above target by 19.8%. All four museums involved in the campaign exceeded their August targets.


June Francois, Amgueddfa Cymru, who project managed the campaign said,

“We are delighted to scoop the silver award! It’s a terrific result for this innovative campaign and a great way of recognising and rewarding the hard work of everyone involved.”


Culture and Tourism Minister, Dafydd Elis Thomas, said: “It’s excellent news that this partnership work was a success and has received such recognition from industry professionals. During the Year of Legends, it’s been more important than ever to connect people to Wales’ rich heritage and culture through exciting and innovative experiences such as this.”


Amgueddfa Cymru – National Museum Wales operates seven museums across Wales including National Museum Cardiff, St Fagans National History Museum, the National Roman Legion Museum, Big Pit National Coal Museum, the National Wool Museum, the National Slate Museum and the National Waterfront Museum.