National Gallery of Canada

Objectives

The main goal was to attract a total of 45,000 visitors over the summer of 2010. A secondary goal was to increase the number of 18–34 year olds visiting the museum, a demographic representing only 21% of museumgoers. The goal of the campaign was to make Pop Life “the must-see summer exhibition.”

Project challenges

Since Pop Life was a bit “trendy,” the National Gallery of Canada wanted to use this opportunity to reach a younger, more active audience without alienating its older, regular visitors.

Strategy

To spur the population to join the Pop Life movement, an unconventional street squad and a mascot traveled the streets of Ottawa to promote the exhibition. Two videos featuring some of the exhibition’s works and the various antics of the street squad were posted online and on giant screens at various festivals. Residents of Ottawa and visitors got a taste of the exhibition. The idea was to take the National Gallery of Canada to the streets, to the people. The strategy finished up with a poster campaign and a weekly newsletter to reach loyal patrons of the museum.

Results

Pop Life brought in 50% more visitors than expected, for a total of 67,500 visitors. Of those who saw the exhibition, 46% were 18–34 years old—more than double the normal amount from that demographic. Plus, 57% of those who visited the Museum between June 11 and September 19 also came to this exhibition.