Promoting the museum’s temporary exhibitions
In a city like Madrid, which has such a wide range of cultural activities and where renowned museums are of particular importance, it is necessary to communicate the different exhibitions that take place at the Museo Nacional Thyssen – Bornemisza, in order to arouse the interest of the people of Madrid and all visitors to the city, encouraging them to visit the museum and the different exhibitions and activities that it organises.
Briefing
The aim was to increase the number of visitors to the museum throughout the year, achieving maximum coverage for each of the exhibitions. This was achieved by taking into account key factors such as national holidays, international calendars relevant to the museum’s promotional activities and the seasonality of the museum’s visitors.
Audience
Anyone potentially interested in visiting museums, with a particular focus on the cultural consumer and museum visitor profile.
Strategy
Activate a multi-media campaign, identifying the channels and media that best balance and optimise the impact in the different stages of the user/visitor’s decision-making process, up to and including the purchase of a ticket (final funnel stage).
Data
-
Impact
+ 85.000
million
-
Clicks
+ 550.000
-
Visits
+ 160.000
pages views
-
Channels
+ 20
media
