SFMOMA - SEE THEM BOTH
Division of Labor partnered with SFMOMA to create a campaign that invited tourists in by visually connecting art in the museum with the city’s most famous tourist attractions. The work helped drive a whole new audience into the museum and increased attendance and ticket sales.
Most people think museums are for “museum people.” SFMOMA needed to attract a new audience. Our insight: Fewer than a million people live in San Francisco. But over 23 million people visit every year. So let’s make SFMOMA one of San Francisco’s top tourist attractions.
Digital video of the campaign.
We created a campaign that visually linked famous modern art with famous San Francisco tourist attractions and we reminded people to “See Them Both.” The results?
> Museum traffic increased by 48%
> Average ticket increased by 14%
> Web traffic increased by 35%
We used outdoor and geo-fenced mobile to reach people visiting other tourist destinations around the city.
Geo-fenced mobile executions fed people ads based on the exact location they were visiting. So if they were at, say, the Golden Gate Bridge, the execution featured a selfie at the bridge and a Warhol self-portrait at SFMOMA.
Communication Arts Magazine featured our San Francisco Museum of Modern Art Campaign. Read it here: http://www.commarts.com/exhibit/sfmoma-ooh-ads
Placements in Union Square and on buses traveling the prime tourist routes keep the message in front of visitors around the city.
Placements at airport baggage claims greet visitors the moment they arrive in San Francisco.