CHALLENGE:
New Yorkers were not visiting the 9/11 Memorial & Museum.
RESEARCH:
Intercept surveys at other cultural institutions in NYC to assess local interest in visiting the Museum and any hesitations about visiting.
KEY FINDING:
Local museum goers did intend to visit the Museum but had some consistent hesitations to do so.
PLAN:
With a sharp strategy addressing hesitations head on, we built a media plan including OOH, TV, digital and a podcast series.
RESULT:
Increased local attendance by 34% over a two-year period. Article on campaign in Advertising Week here.
...
