Portsmouth Historic Dockyard – Case Study

The National Museum of the Royal Navy engaged Integrated Insight to prepare a pricing and packaging strategy to maximize revenue and profitability at the Portsmouth Historic Dockyard. Pricing recommendations identified the need for more price and product stratification to focus on value and pull guests into desired behaviors; a better alignment between day tickets and memberships; and improved leverage of distribution channels. From a marketing perspective, Integrated Insight recommended presentation of a cohesive experience, clearly communicating the breadth and scale of the experience, with segmented messages to appeal to different audiences. The recommendations called for a 12% to 16% improvement in net contribution.


Marketing, Sales, and Distribution Strategies, Pricing Strategy, Revenue and Profit Optimization