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 Exhibits in the National Horse Racing Museum galleries
Something for everyone
The National Horse Racing Museum is staging a marketing remount to promote its facilities, and many attractions, to Newmarket and further afield
It’s the lot of many town museums that they are tucked away, unable to show their finer points to a passing world. If that was the case with the Newmarket Horse Racing
Museum it is about to change.
Perhaps a wordy title hasn’t helped -
previously it went under the name of Palace House: The National Heritage Centre for Horseracing and Sporting Art. Now, after a rebrand and reset, the NHRM is selling itself as “so much more than a museum,” says marketing director Matthew Grant.
If coach parties and retirees were often the visitors in recent years, more families have been coming this Covid-blighted spring and summer, which has pleased Matthew. “Kids can roam free and interact with the horses, there is so much to see and do - perhaps in the past the
experience has been less immersive, a little more ‘please don’t touch the art’.”
The museum turned to Farrows, a Norwich-based creative marketing agency with a royal warrant, to devise a refresh, with a colour coded logo and linking icons. It’s no coincidence that new promotional photography features parents and children enjoying the exhibits.
“Quantative and qualitative research showed us a string of five star reviews with some people calling us a hidden
gem. It was a clarion call for us to take action,” says Matthew.
Visitors come from as far afield as Carlisle and Cornwall but Matthew feels people in Bury St Edmunds and beyond, to mid and south Suffolk, are not fully aware of what’s on offer. He would also like more schoolchildren to visit.
Looking at a legend: Children next to the Frankel sculpture in the Kings Yard
“The museum turned to Farrows, a Norwich- based creative marketing agency with a royal warrant, to devise a (brand) refresh . . .”
  An exhibition celebrating the 70th anniversary of BBC Radio’s The Archers comes to the museum in late November. For more details go to

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