NATIONAL MARITIME MUSUEM
The Australian National Maritime Museum is Australia’s national centre for maritime collections, exhibitions, research and archaeology. Positioned on the Darling Harbour foreshore, it is also Sydney’s most visible national cultural institution and great source of education and entertainment for families with young children.
BLOKE were tasked with cretating and rolling-out a cohesive marketing campaign for Vikings Beyond the Legend exhibition driving strong visitation to the museum, particularly in the peak January period targeting families with children 3 – 12 years old.
The Vikings Beyond the Legend appeals to very different audiences, so we created a 3-phased segmented campaign.
To let everyone know that something big was happening through The Vikings are Coming launch creative, including a dramatic Viking Boat visual and Rooftop Projection.
We created a series of ads debunking the myths of the Vikings using re-creationists and Curator Dr Stephen Gapps. This appealed to the more traditional museum ‘Knowledge Seekers’ as well as ‘Box tickers’ and ‘Culture Vultures’.
Using the hugely successful 3D character Lucy we had developed the year before, we created Lucy the Viking and show her interacting with all the fun Viking themed activities that were happening over the summer 2013/14 school holidays. Appealing to the ‘Family Fun Seeker’ and ‘Learning is Fun’ segments.
“The biggest revenue from ticket sales in the history of the Museum”
Jackson Pellow, Manager Brand & Marketing