Spitfire 10K: Designing a Commemorative Event That Reached New Audiences
The RAF Museum wanted to create a new event that would attract a completely different audience, generate commercial income, and commemorate the Battle of Britain in a way that felt meaningful.
© The Royal Air Force Museum
The challenge
The challenge was to:
Attract a new audience with little prior connection to the RAF Museum
Create a commercially viable event with clear income potential
Commemorate a significant historical moment
Ensure the museum’s collection and narrative were integral to the experience
The approach
I began by identifying running as an activity with strong growth potential and a broad, motivated audience. From there, I worked with my team to design an event that would feel unlike any other race.
Under my leadership, we focused on:
Embedding the museum’s collection directly into the experience
Designing moments that would create emotional resonance
Ensuring the event encouraged deeper engagement with the museum before and after the run
My role was to hold the conceptual integrity of the event, ensuring every element served both audience experience and institutional purpose.
The solution
The Spitfire 10K was designed as a fully integrated museum experience.
Key elements included:
A race start inside the RAF Museum, with runners assembling in front of the Lancaster bomber
A route that extended into the surrounding area, connecting the museum to its local context
Assigning each participant the name of a pilot who served in the Battle of Britain, worn on their shirt throughout the run
A distinctive aeroplane-shaped medal, reinforcing the aviation theme
The design encouraged continued engagement beyond the event itself. Many participants stayed to explore the museum after finishing, while others went on to research the individual they had run in honour of.
The impact
Successfully attracted a new audience unfamiliar with the RAF Museum
Generated a 40% profit, demonstrating commercial viability
Increased engagement with the museum’s collections and narrative
Extended the impact of the event beyond the race day itself
The event was later replicated at RAF Museum Cosford, where the route incorporated the runway - demonstrating the model’s adaptability and long-term potential.
Local press coverage further enhanced the museum’s profile as an innovative, outward-facing organisation.
Solutions & Results
Working together
I support museums through consultancy, and business coaching, helping leaders and teams design events that attract new audiences, generate income, and deepen engagement with collections.
If you’re looking to develop an event that brings history to life while reaching beyond your existing audience, you’re welcome to book a discovery call.