Hi Neil
Yes, we ran a temporary (~6 months) trail across Oxford city centre called Museum of Natural History Goes to Town, linking objects with a mobile site and running a competition to encourage people to search out all of them (thanks for the mention Kate). It was done when the museum was closed, so it was more about maintaining profile than encouraging visits directly at that point, but it should have also helped to encourage people to visit once we reopened.
The remnants of the site are at www.goestotown.com. And there are a few things you could read here too: https://morethanadodo.com/?s=goes+to+town&submit=Search.
Happy to explain more if you want to contact me directly.
Cheers,
Scott.
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