The Challenge:
Skirball Cultural Center is one of the world’s most dynamic cultural institutions and a leading venue in Los Angeles, although lesser known than some others. Skirball wanted to increase visitation and membership, especially among a younger, and more diverse population.
The Solution:
Age and ethnicity are in direct correlation to occasional and first-time museum visitors. Those who visit less often tend to be more diverse and younger. Skirball appeals to families with young children through their immersive and very popular Noah’s Ark. A special exhibition of Maurice Sendak’s work called “Wild Things Are Happening” gave us the chance to attract a young, diverse audience. We knew Sendak would be a huge draw among multiple generations: the key was to guide Skirball in messaging and channel strategy.
Our campaign of paid social and search, with targeted outdoor and streaming TV, continues through Fall 2024. Based on three rounds of onsite intercept research, the media can be credited with reaching key target audiences.
