The Virginia Museum of Fine Arts staged a landmark exhibit in 2011 called “Picasso: Masterpieces from the Musée National Picasso, Paris.” VMFA was one of only three art museums in the United States to be included in a seven-city, world-wide tour, and the only east coast location in the nation. Spurrier Group was selected as the media agency of record to promote this extraordinary exhibit alongside creative partner The Martin Agency.
Who Were We Talking To (The Audience)
Segmentation research identified these two Persuadable media targets:
Women age 18-49, highly educated, HHI $75k+
Adults age 25-54, highly educated, HHI $75k+
What Did We Want To Tell Them (The Strategy)
The procurement of this exhibit was won over such amazing museums as the Guggenheim. An exhibit of this proportion would not likely come around the mid-Atlantic very often!
How Did We Tell Them (The Creative)
In keeping with the progressive style of Picasso, the creative team from The Martin Agency used (then) modern technology of QR codes to develop portraits of Picasso. The QR codes featured links to a website that featured over a dozen Picasso work or invited users to buy tickets.
Where Did We Tell Them (The Media)
As defined by the target media usage behavior, both traditional and unconventional media channels were used to reach perspective ticket buyers from New York to Raleigh. Media was flighted and weighting to achieve maximum effectiveness.
Was It Effective (The Results)
Yes. Over delivered. To fulfill this performance based campaign, Spurrier Group adapted a wide versus deep placement strategy. This includes placing less media in each market but in more intrusive and engaging locations.
Some of these more intrusive installations included relevant web site takeovers, bus shelter art in city walking paths, augmented reality executions in storefronts and in-store, elevator installations in hotels to capture the business traveler and encourage the weekend trip to VMFA. We added large format advertisements on open storefront spaces in New York City (SoHo, Tribeca, Upper West Side, and Upper East Side) and Philadelphia. We also created partnerships and organizational alliances with Virginia Commonwealth University, the Virginia Tourism Corporation and Amtrak Virginia.
Success was to incentivize the sale of 200,000 tickets. The Spurrier Group campaign netted 228,000 tickets sold, 14% above the success goal!