MARKETING CAMPAIGN

MELANIE HOPGOOD-BOULD

OVERVIEW• 13 Dec 14 – 13 Jul 15• Museum of Sydney• 18 astonishing skyscrapers

from Asia and Australia • Over 200,000 Lego bricks• Ryan McNaught only certified

LEGO Builder in the Southern Hemisphere

• Interactive: LEGO & Duplo play• 1 hr sessions• Admission: Adult $15 Children

$15, Family $45, Members $5 (free when membership purchased)

AUDIENCE• Core children’s & family

segment, children aged 4-12 years

• SLM Members • Domestic and International

Tourists • School holiday program groups• LEGO and Architectural

enthusiasts

OBJECTIVES1) Increase: Visitation & awareness of MoS and SLM

2) Create: Revenue opportunities ie paid ticketing & increase retail sales

3) Boost: SLM Membership

4) Attract: A new family audience to MoS that engages with the next generation of museum patrons

STRATEGY1) Gain audiences immediate engagement by leveraging the goodwill of the LEGO brand.

2) Develop a dedicated marketing and media campaign targeting core family audience with tailored messaging.

3) Create a multi-channel campaign focusing on digital platforms, outdoor, media and print with the limitations of budget.

MARKETING CAMPAIGNDiverse suite of material across print, digital and outdoor to carefully target family audiences:

• Publicity: media releases, interviews, photo shoots

• Social Media: sneak peeks, giveaways, timelapse videos

• Paid online advertising (Mumsgrape Vine, Ella’s List & Daily Tele) Google Adwords & Facebook paid posts

• SLM: Website, EDM, Unlocked magazine, Outdoor MoS advertising

• Shopping centre (Westfield) & Cinema out-of-home digital signage

MARKETING CAMPAIGN cont.• Print advertising (SMH, Daily Tele, Culture Mag) • Postcards (Avant Card), Street Promotions and flyers

• Tourist Guides (What’s On Sydney, Travellers Companion, Jetstar Inflight & Time Out Sydney Visitors)

• User-generated social media promo(Snap & Share competition)

• Competitions: photo sharing competition win a Masterclass workshop with Ryan McNaught and four friends & survey competition to win a Sydney Opera House Lego Pack

• Membership: Special Members offers

• School Holiday Bonus – LEGO Movie • Kids Eat Free at The Governors Table

OUTCOMES• High-Level public awareness: most successful

exhibition in MoS’s 20 year history (visitation up 114% same period previous year

• Visitation circa. 43,000. • Exceeded budget target by 10%• Publicity campaign generated 115+ stories – print,

broadcast and online media (8 stories on national TV)

• $3.5 million generated in publicity• Generated 120+ SLM Memberships• Silver Medal - 2015 International Design

Communication Awards • 30,000+ engaged people on our database • 3,750 customer referrals on Facebook • 700 user-led Instagram posts• 5,200 Google Adwords customer referals • 110,000 unique visitors to website

during exhibition

CHALLENGES• First ever exhibition at MOS with

additional entry fee• First ever timed-entry exhibition

at MoS with pre-booking recommended

• First exhibition targeting ‘children & family’ audience

• Exhibition capacity of only 90 visitors per session (7-8 sessions daily)

• Management of visitor experience

• Extra resources needed at MoS (50+ volunteers)

• Strict LEGO copyright restrictions • Budget