Which rebranding strategy helped the Imperial War Museum in London increase visitor numbers by over 20% when implemented in 2014?

Throughout history, military museums have employed various branding strategies to attract visitors and educate the public about military history. These institutions face unique challenges in marketing potentially sensitive historical content while maintaining historical accuracy and respect. This trivia question explores how one famous military museum successfully rebranded itself to increase visitor engagement and better fulfill its educational mission.

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Adopting the tagline 'Experience War Through Their Eyes' with a focus on personal stories rather than equipment displays
Creating a controversial 'War Gaming Zone' where visitors could simulate historical battles
Rebranding as 'The Victory Museum' to focus exclusively on successful military campaigns
Implementing a military-rank-based loyalty program with special access to restricted archives