Expression - Creative New Zealand

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Stimulation • Highest awareness of • Grayson Perry (75%) • Most likely to pay £9-10 • <strong>New</strong> & experimental excites them • Embrace controversial personality • Interested in coming on Friday night • Most likely to use social media
Stimulation marketing proposition: ‘Support their desire to be the first to try something new’ Alert them early and focus on the new, experimental and quirky. The desire to share knowledge make them ideal brand ambassadors
Page 2 and 3: Culture segments: unlocking potenti
Page 4 and 5: Outline 1. The British Museum 2. Gr
Page 7: A museum of the world, for the worl
Page 10: 2. Grayson Perry exhibition
Page 15 and 16: Video trailer
Page 17 and 18: The challenge Sell 60,000 tickets a
Page 19 and 20: 4. Culture segments research
Page 21 and 22: Enrichment • Mature, Traditional,
Page 27 and 28: How? 1. Online survey 2. Focus grou
Page 29 and 30: Awareness of the artist Grayson Per
Page 31 and 32: Overall 45% of people had heard of
Page 33 and 34: Appeal of the exhibition title
Page 35: 56 Would you pay? (%) 55 54 53 52 W
Page 39 and 40: Essence marketing proposition: ‘F
Page 41 and 42: Expression marketing proposition:
Page 46 and 47: Task • Match the statement to Sti
Page 48 and 49: 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 100 and 101:
Results 3. Position the Museum as a
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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