After a blockbuster opening in 2005, the de Young had experienced a decline in attendance of nearly 10% every four months, continuing through the spring of 2007. With no exhibitions of note coming up, the summer looked bleak. Iron was hired to create some new “brand buzz,” and more importantly, reverse the declining trend in attendance.
- STRATEGYThrough analysis of competitors and key offerings, as well as conversations with board members and other stakeholders, Iron distilled the museum’s primary differentiator. The bold juxtaposition of different collections, the uniquely unpretentious, welcoming atmosphere, the expansive windows incorporating the park outside – it all pointed to a fearless, convention-be-damned intersection of art, people and nature.
- RESULTDuring the four-month period after the launch of the new campaign, average monthly attendance rose by 12% (a 22% reversal). Consequently, the campaign received the American Marketing Association’s 2008 Excellence in Marketing Award — an award focused on results, as well as breakthrough creative merit.