GOLD – Notman, A Visionary Photographer by the McCord Museum, Canada

Case Study

BRIEF:

The McCord Museum presented an exhibition on the life and work of Montreal photographer William Notman, a man whose innovative spirit was synonymous with modernity in many ways: his photogra- phic style, his artistic leadership and his business management. The challenge was to present him as a superstar; to make the subject of this historical exhibition contemporary and attractive, and thus appeal to more visitors during the Winter season.

 

 

STRATEGY:

Themes of the exhibition (the bold, the man of network, the artist, the builder) were used to raise a campaign of influence in diffe- rent spheres of Montreal society (art-fashion, business-technology, society-sustainability, design-urbanism). 21 ambassadors were se- lected to create parallels with Notman, plus an Inside Out project with current «visionaries», a series of events with keynote speakers, targeted corporate content partnerships and several contests.

 

 

TOOLS:

Media plan including print, OOH display and web; direct promotion (flyers to school groups and tourism organizations, promotional posters, PR campaigns, Museum website, e-mail campaigns, branded products); a playful animated gif campaign based on serious historical photos.

 

 

OUTCOME:

• Large press and media coverage
• Record audience, unprecedented growth of new followers and higher levels of engagement on our social media accounts
• Record attendance (25% visitor growth) and significant growth in ticketing revenue
• Dithyrambic, glowing feedback from media and visitors
• Established new key partners and ambassadors for the Museum