Hidden London: Redeveloping Museum Experiences for Family Audiences
London Transport Museum wanted to redevelop its established Hidden London tours to appeal to families, without losing the credibility that made the programme successful with adult audiences.
I was brought in as a consultant to support the redevelopment of the offer - helping Hidden London to expand its reach and do so in a way that was low risk and engaging.
Image credit: Hidden London tours at London Transport Museum
The challenge
Hidden London tours were already popular, but they were designed primarily for adults. The museum identified an opportunity to engage families with children aged 10-16, an audience with strong potential for repeat visits and long-term loyalty.
Create an offer that works for children and teenagers
Meet parents’ expectations as decision-makers and bookers
Ensure the new tours were operationally low risk
Train tour guides, gaining buy-in and support to deliver the tours
The approach
My consultancy work began with understanding the pressures and motivations of parents alongside what would meaningfully engage older children.
I produced a detailed recommendations paper covering:
Audience insight and behavioural drivers
Competitive positioning within the cultural and leisure market
Content development principles for mixed-age groups
Marketing and conversion considerations
I worked closely with internal teams - particularly content and operations - to ensure ideas were practical, low risk, and capable of moving quickly through internal sign-off processes.
The solution
Together with the Hidden London team, we developed a new family-focused offer designed to broaden Hidden London’s reach and diversify the programme.
Key elements included:
Adapting existing tours instead of creating entirely new ones, reducing development risk
Introducing more interactive, challenge-based formats
Training tour guides to communicate effectively with family audiences
Ensuring all language in the tours was adapted for a younger audience - making the tours accessible to all
The finished product was the transformation of Aldwych station. We changed the tour into an interactive experience. Families worked together to solve challenges using historical facts and clues, encouraging participation, teamwork, and problem-solving.
The content was also made more sensory and immersive, helping younger visitors understand what it would have been like to shelter in Aldwych during the Second World War.
The impact
Successful launch of new family-focused Hidden London tours
Increased accessibility
Strong engagement from both children and parents
An experience that was immersive, distinctive, and operationally robust
Alongside experience design, I delivered in-person training for tour guides and supported with adapting scripts to ensure language, pacing, and concepts worked effectively for mixed-age groups.
I also made strategic recommendations around marketing and audience acquisition, focusing on how to capture parents’ attention and convert interest into bookings across web, advertising, and multimedia content.
My understanding of multi-site museum operations - including risk management and internal approvals - ensured the project progressed efficiently and sustainably.
Solutions & Results
Working together
I support museums through consultancy, business coaching, and mentoring, helping teams make confident decisions about audiences, programming, and income.
If you’re developing or redeveloping an event, or visitor experience and want clear, practical recommendations, you’re welcome to book a discovery call.