Fitzwilliam Museum – Guiding a Pivotal Transition

The Fitzwilliam Museum in Cambridge is one of the UK’s most treasured cultural institutions, renowned for its world-class collections of art and antiquities. Long established as a free destination, the museum is now embarking on a pivotal transition by introducing admission charges for the first time in its history.

Altair is the partner of choice for media planning, buying, and strategy, guiding the Fitzwilliam through this critical shift. Our role is to make the transition seamless and successful, protecting the museum’s loyal legacy audiences while simultaneously unlocking and growing new visitor bases. By combining strategic insight with targeted media planning, we’re helping the Fitzwilliam evolve its commercial model without losing its cultural soul ensuring it thrives for generations to come.