Update: As I was posting this, an email with a quote from the CEO of Collective Bias, JohnAndrews, arrived in my inbox that affirms this well-established idea that online marketing is changing.
The exhibition will be opened officially at 1030 BST on Thursday by the Lord Mayor of Belfast Pat Convery and JohnAndrews, president of the Belfast Titanic Society and great-grandson of the Titanic's designer, Thomas Andrew.