How a Museum Re-Branded Itself to Boost Visitors by 600%

How a Museum Re-Branded Itself to Boost Visitors by 600As an art-loving New Yorker, I’ve visited the New Museum of Contemporary Art many times over the years to see its provocative shows, but hadn’t visited in several years. After all, there are so many New York City museums competing for visitors and supporters.

Frankly, my attention and support, and that of most New Yorkers, was pulled elsewhere by museums that more effectively raised their voice over the NYC cultural scene.

So I was struck, hard, by the creative marketing and extensive media coverage around the re-branding and concurrent re-opening of the Museum in a striking new building. It was the startlingly succinct mission statement that first caught my eye.

Read this comprehensive case study to learn how the New Museum leveraged the attention and excitement around its new building to launch a definitive new brand.

New Museum. New building. New brand. New level of attention, awareness and support.

P.S. Take a look at this re-branding case study of the Art Gallery of Ontario.

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Nancy Schwartz on May 15, 2008 in Branding and Messages, Case Studies, Nonprofit Communications, Taglines | 1 comment
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  • Brilliant leverage of its basic capital–newness. And a great example of the relativity of a smart message. This one sure wouldn’t fly for the Louvre.
    What’s the essential element of my organization? What sets us apart? How can I say that in 10 words or fewer?

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