Contemporary art is often misunderstood and underappreciated. When tasked with getting people to attend the relaunch of the Museum of Contemporary Art (MOCA), we had to get them to see contemporary art, the museum and its opening differently.
To drive visits opening weekend, we created a location-based campaign that challenged people to break routine and experience something different at MOCA, in tandem we rebranded the new museum.
The campaign drove more than 11,000 visitors in the opening weekend and achieved 40% of MOCA’s yearly attendance numbers within the first 3 months.
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