Dinosnores for Kids: Refreshing a Flagship Family Event
© Trustees of the Natural History Museum
The challenge
Dinosnores for Kids is a long-established and much-loved family event at the Natural History Museum. The event was already successful, but several pressures had emerged:
The content needed to be refreshed to maintain relevance and quality
There was an opportunity to introduce sponsorship without diluting the experience
Any changes needed to respect the strong audience attachment to the event
The approach
My approach focused on enhancing the experience for families while ensuring sponsor involvement added genuine value.
Working closely with internal teams and external partners, we:
Reviewed the existing event format to identify where content could be strengthened
Considered how sponsorship could support experience
Looked for opportunities to create moments of distinction that would appeal to the press, families, and sponsors alike
The solution
We partnered with Airbnb to refresh and elevate Dinosnores for Kids through a combination of content development and carefully designed PR moments.
Key elements included:
A refreshed look and feel that enhanced perceived value
Improved content that deepened engagement for children and families
The introduction of an exclusive sleepover space for competition winners and influencers
This exclusive element created a distinctive hook for press coverage and social amplification, while remaining clearly secondary to the core experience.
The sponsorship element was integrated in a way that felt aligned with the museum’s values and the expectations of family audiences by creating a bespoke sleepover space.
The impact
Significantly increased reach for a monthly event through influencer and press coverage
Tickets sold out so quickly that they were released in staggered batches
Achieved a 40% profit margin
Solutions & Results
Working together
I support museums through consultancy, events consultancy, and business coaching, helping teams develop commercially successful events that audiences continue to trust and value.
If you’re considering sponsorship for an established family event - and want to do it without compromising integrity - you’re welcome to book a discovery call to explore how I could support your organisation.