25 Art Lovers

National Museum of Women in the Arts 25 Year Anniversary Exhibit

The National Museum of Women in the Arts (NMWA) is the only major museum in the world solely dedicated to recognizing women’s creative contributions. We began working with NMWA as their agency of record in 2011 and conceptualized the creative development and media strategy/planning for their 25th Anniversary year. 

Art Created by Women for Everyone

The Situation

The goal was to humanize the NMWA—and really, the art museum experience—making it feel inclusive, and illustrating the lasting conversation between an artwork and the viewer. We also wanted to combat misconceptions that NMWA is only for women. Ultimately, we aimed to turn the visit and patronage into a lifestyle choice instead of a cultural chore.

The Solution

For the NMWA anniversary campaign, 25 individuals were asked to pick their favorite work of art in the museum and discuss what impact the work has had on them. The art lovers selected for the campaign ranged from local celebrities and business owners to first-time visitors and students—men, women, young, old— from different backgrounds but all unified through the love of NMWA and their relationship with the artwork.

This award-winning campaign successfully reactivated the museum’s brand on the cultural radar. It helped increase overall attendance by 39% during the anniversary year, and membership by 11%. The campaign creative had a life far beyond the advertising: it was used across membership, donor, and institutional marketing, as well as incorporated to lasting effect in special exhibition-focused creative for seasons to come. The 25th anniversary year exceeded the endowment and planned-giving goal of $50 million, due in no small part, according to the client, to this groundbreaking creative vision.

Looking for the same result?

Previous

The Phillips Collection
Next

Addy