The Question:
How can a museum visually market itself while incorporating innovative media to communicate its ground-breaking new exhibition?
The Answer:
Following the successful creative pitch to promote the Museum of Science and Industry’s (MOSI) BODY WORLDS 4 exhibition, Access planned a media schedule and worked on a wide range of promotional material. The campaign included regional and national press advertising, radio, a vast selection of outdoor advertising (everything from bus mega rears to M Sites and ambient media), online banner ads, invitations to the launch party and promotional postcards. We pulled every string we could to keep the campaign within budget for the client using Access staff and their family as models to create credible consumers and sales people.
Creatively, BODY WORLDS already had a strong brand identity that has worked extremely well for them internationally. Our challenge was to take elements of the existing brand and creative executions that had worked in other territories and adapt them for the Manchester market. This is the first time the show has been seen outside of London in the UK, and we are very proud to have played our part in delivering it to the North West.
The Result:
BODY WORLDS provided a target of 400,000 visitors to the exhibition – a number exceeded by its original end date of 29th June. A two-month extension of the exhibition was then sanctioned based on the success of the exhibition. Visitor numbers at MOSI in general have exceeded all expectations (target for April 2008-March 2009 is 500,000 visitors, at time of writing, they have already achieved over 300,000 visitors in this period). We also achieved a great deal of press coverage both in regional and industry press and cemented our relationship with MOSI as a full service agency with the creative capabilities to tackle even the most challenging of briefs.
