Attractive Madame Tussauds London Analysis
The Madame Tussauds Museum London is an attraction hotbed for tourists, residents, and locals. However, the destination has changed its positioning strategy as its visitors were declining compared to earlier periods. Forcing the goal to reposition its strategy and include residents and locals in the loop. Who was largely ignored earlier on, as the main emphasis was on tourists?
Madame Tussauds market itself as an entertainment-filled experience of premium level. Visitors can get a lifetime experience during the visit. They are in awe at the mesmerizing life-like wax figures that offer the real feel of almost all grade personalities and celebrities that one could admire.
Madame Tussauds Museum London aims to highlight its global expansion and attract visitors to the sheer excellence the wax figures offer, ensuring that the destination remains competitive in all aspects.
Selection of Organization | Madame Tussauds Museum
The selected organization Madame Tussauds Wax Museum in London was initially opened in 1835. It was originally located at the ‘Baker Street Bazar’ in London. It was located at its present place on Marylebone Road in 1884. The London Madame Tussauds Museum is the first of the many attractions that have opened up the world over. They have welcomed over 200 million visits to the museum, currently welcoming 2.5 million visitors annually (Sandys, 2017). It offers a star-struck world of top celebrities carved in wax and tailored to perfection. It offers visitors a chance to come face to face with their favorite celebrity wax figures and has pictures taken that they can cherish for a lifetime (Madame Tussauds, 2019).
The destination has also been widely recognized both at national and international levels and is one of the most thrilling and preferred tourist destinations. The operating company markets its products and services through various platforms, including websites and social media, using the website as the main source of strategic moves. Owed to access information and is an ideal situation for brand positioning, this destination was chosen for study in this report.
Current Position | Madame Tussauds Museum
Madame Tussauds Museum is one of its kind of tourist attraction as even though there are branches of the museum located at different points throughout the world; however, the wax figures of top celebrities belonging to different spheres of life are unique life-like figures that define the quality of art to a new level, besides offering visitors a chance to embrace their favorite celebrities through their wax figure versions. The destination has been appreciated for its unique offering the world over, and as an independent company, the positioning of the company is very high in terms of marketing. The destination serves as a national heritage and attracts tourists visiting the country on a regular basis.
The Madame Tussauds Museum serves as a must-visit attraction in London. Formerly, the branding position of the museum was largely based on the brand’s visual identity, which spawned several branches of the museum in Asia, Australia, North America, and Europe. Currently, the museum has engaged in brand repositioning by representing the experiential and immersive art of Madame Tussauds by means of photographic imagery of the different galleries of the Museum (Madame Tussauds, 2019a). This is done to reflect the global expansion of the unique waxwork displayed in the different branches of the museum (Sandys, 2017).
Brand Symbol | Madame Tussauds Museum
The brand symbol of the destination is the specific name of Madame Tussauds, written in red, white, and golden, and slightly engineered in 2017, offering it a new look. The brand logo was also translated into different languages, including Turkish and Arabic, to offer the same symbol positioning technique in all branches worldwide (Madame Tussauds, 2019).
Product of Madame Tussauds Museum
The products of Madame Tussauds Museum are professionally crafted wax figures. It offers intricate detail and an absolute finish to wax models that can easily replicate the live version of those figures. The Madame Tussauds wax statue museum, is well known for the exact likeness of well-known celebrities, either living or dead. The museum has several wax figures, including sporting legends, a list of celebrities, political stars, historical icons, and royal figures (Madame Tussauds, 2019). The museum has forever stored a moment in history where the respective star has experienced the glory and the world enjoyed it. The wax statues of the museum offer people the chance to relive the moment.
The Madame Tussauds wax museum has upgraded its positioning. Instead of portraying the museum as a mere tourist attraction with wax figures, the museum has offered a new visual identity to the museum to boost the count of visitors (Dawood, 2017). While previously, the only form used by the museum to attract tourists was the visual-led strategy; however, now the brand’s visual identity is modified and reflects diverse and modern experiences by means of introducing striking photographic images of some of the famous works present in the galleries of the museum (Sandys, 2017).
Brand Personality of Madame Tussauds
The brand personality of Madame Tussauds is a premium brand that carries a unique identity of its own. The museum presents itself as a compelling attraction for tourists and local visitors. All attractions and marketing efforts being put up by the destination on its website are towards presenting the entire experience as a whole new adventure that the visitors will go through once they are inside. The website offers a sneak peek of the different galleries, including superheroes, Hollywood and Bollywood stars, Sportsmen, politicians, the Royal family, etc.
Madame Tussauds presents itself as a whole new world where visitors can enter and make their dream of meeting anyone special on the planet in the museum. Also, visitors click pictures with their almost life-like favorite celebrities. It offers them a sense of pride and accomplishment. This excitement is not available anywhere else, as access to so many stars from the world over is not possible anywhere else, according to the website.
Brand Depth And Width
The museum offers 5 different offerings for tickets with differing values, with
- The standard ticket costs £29, offering access to more than 250 wax figures of famous personalities; however, you need to wait for your turn in a queue to access the museum figures.
- The second ticket costs £39 and offers the same attractions as the standard ticket, however with fast access and without the wait.
- The third ticket costs £44 and offers a standard ticket with royal tea, where visitors have the chance to spend the entire afternoon in the royals gallery and enjoy tea with the royal family wax figures, where visitors will be offered a selection of sandwiches, hot drinks, scones and cakes.
- The fourth ticket option is the Premium ticket, costing £45. Without any wait, access to the museum is given, along with complimentary popcorn to enjoy the Marvel 4D experiences while accessing the Sherlock Holmes experience in the gallery.
- The fifth and last variant of the tickets is the Family ticket priced at £27, accommodating at least 5 people with a maximum of two adults and a minimum of two kids (Madame Tussauds, 2019b).
There are also other options for enjoying the museum galleries, which are offered as packages, including pairing the Madame Tussauds museum experience with other sights of the cities. The pairing is available in two, three, and four other destination pairings. All bookings can be made online via the destination website.
Brand Communication Strategies
Website is the prime communication strategy; however, Madame Tussauds Museum also engages with its visitors via social media. Recently after re-engineering the brand position, global print communication and advertising were in practice as an option to communicate with customers. It is changing the perception of the brand and inducing it as a more premium experience that makes a visitor feel grand. All communication efforts centered on presenting a more colorful and glamorous. It is emphasizing that everyone, local or tourist, must visit the place.
Analysis of Positioning | Madame Tussauds Museum
The Madame Tussauds, brand positioning strategy focuses on attracting more visitors to the museum by exploring their fascination with their favorite celebrities and presenting the entire experience as one that makes the destination a compelling option for every tourist and local resident. The inputs used in promoting destination branding and its expected effects are defined in the diagram below.
Engaging On Social Media through Educating People on New Attractions and special offers introduced by the museum.
The above diagram explains the techniques and positioning methods Madame Tussauds used to market its attractions. The reason for using these positioning tactics is that the museum offers a premium-level experience to its visitors, which is only available here. The level of skill required and the finesse that is offered as the main attraction in the destination positioning strategy of Madame Tussauds is a kind of service that is unique to the destination only. To offer the same experience to others, branches of the museum have been opened in multiple locations worldwide, following the same positioning strategy, which has worked well for the museum to date.
Madame Tussauds Museum directs all its branding efforts towards the fact that it is the only destination of its kind available anywhere in the world. This is an exceptional experience for visitors in which they should engage at all costs. The wax figures available in the museum are of premium quality and are nearly life-like figures. People should feel pride when they click a photo with any wax figure. It looks like the admirer is taking a picture with a real person or object in the world, making the entire experience exciting and fun.
Such immense is the uniqueness and attraction of the destination that it manages several branches of the destination in different parts of the world. This is yet another aspect that the destination uses as it offers personalities in every branch that admires highly by the people of those areas. They visit the different areas where the Madame Tussauds Museum has branches. The company does not directly communicate this aspect of the brand. However, it is subtly implied through the delivery process (Chaudhuri & Holbrook, 2001, p.88).
Feedback | Madame Tussauds Museum
Madame Tussauds is a famous destination. Its destination branding efforts have worked well for it, evidenced by the many branches the brand has opened up worldwide. Even though every branch follows its own branding strategies based on the requirement of its target customers. The Madame Tussauds Museum London, besides being the pioneer of the brand, is also a significant landmark. It has managed to maintain a strong position among several other attractions in the country.
Regarding positioning strategy, the museum displays itself as a good premium attraction. However, it should target all customer segments and introduce more figures that are more informative. It will help to attract the attention of young kids or school trips. It will further stimulate marketing effects, as kids tend to have ripple effects. If they like something, they will urge their parents toward it. This will satisfy the aim of the destination to target the local population in its loop as well.
Regularly adding attractions further builds the interest of people who repeatedly visit to see what is new. Targeting only one segment of customers, e.g., tourists, will only utilize the potential partially. They will act as a loss on the destination’s part, especially when competing with other giant features in the country.
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Chaudhuri, A. & Holbrook, M., 2001. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65 (April), 65(April ), pp. 81-93.
Dawood, S. (2017) Madame Tussauds Reveals New look To Show “its” More Than Just A Wax Museum.[online] Available at https://www.designweek.co.uk/issues/24-30-april-2017/madame-tussauds-reveals-new-look-show-just-wax-museum/ [Accessed: 28 April, 2019].
Katz, N. (2015) Madame Tussauds. [online] Available at http://madame-tussauds.visit-london-england.com/ [Accessed: 28 April, 2019].
Madame Tussauds. (2019) Who Is Madame Tussauds? [online] Available at https://www.madametussauds.com/london/en/latest-news-and-about/our-history/] [Accessed: 28 April, 2019].
Madame Tussauds. (2019a) Latest news and About. [online] Available at https://www.madametussauds.com/london/en/latest-news-and-about/ [Accessed: 28 April, 2019].
Madame Tussauds. (2019) Tickets. [online] Available at https://www.madametussauds.com/london/en/tickets/. [Accessed: 28 April, 2019].
Sandys, A. (2017) New Brand Position For Madame Tussauds. [online] Available at http://www.transformmagazine.net/articles/2017/new-brand-position-for-madame-tussauds/ [accessed: 28 April, 2019].