Expression - Creative New Zealand

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Results 3. Position the Museum as a venue for contemporary art and source of inspiration for artists and makers • It's great to have contemporary art shown here, it's overlooked as a venue for this type of work • I wouldn't usually think of it as a place for modern art so it's a first and it works very well • I think it's cooler now! More hip and down with the kids
Results • ‘Buzz’ around the exhibition but also the Museum (word of mouth up 28% from 19% the previous year) • Raised digital profile of the Museum • Most importantly, it inspired visitors to view the collection in a new way and made them more likely to visit again
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Culture segments: unlocking potenti
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Outline 1. The British Museum 2. Gr
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A museum of the world, for the worl
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2. Grayson Perry exhibition
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Video trailer
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The challenge Sell 60,000 tickets a
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4. Culture segments research
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Enrichment • Mature, Traditional,
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How? 1. Online survey 2. Focus grou
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Awareness of the artist Grayson Per
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Overall 45% of people had heard of
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Appeal of the exhibition title
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56 Would you pay? (%) 55 54 53 52 W
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Stimulation marketing proposition:
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Essence marketing proposition: ‘F
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Expression marketing proposition:
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Task • Match the statement to Sti
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Stimulation I came because I wanted
Page 50 and 51: Essence I came to go to a lecture a
Page 52 and 53: Marketing strategy • Targeting ea
Page 54 and 55: Marketing messages 1. Stimulation -
Page 56 and 57: Stimulation • Highest awareness o
Page 58 and 59: Stimulation 1. Viral 2. Print 3. On
Page 60 and 61: 1. Viral
Page 62: Stunt bear competition
Page 76: 3. Onsite
Page 84 and 85: Essence 1. Video 2. Blog 3. Press q
Page 86 and 87: Video trailer
Page 89 and 90: …it recognises that many of its a
Page 92 and 93: Expression • Many not heard of ar
Page 94 and 95: #craftdebate
Page 96 and 97: 6. Results
Page 98 and 99: Results 1. Maximum attendance (60,0
Page 102 and 103: Research findings • 19,073 (17%)
Page 104 and 105: 40 35 30 25 20 15 10 5 0 Culture se
Page 109 and 110: 25 Culture segments profile - Late
Page 111 and 112: 7. Any questions? jhunt@britishmuse
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Expression - Creative New Zealand

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