New Museum: Recalling 1993

This case study describes how New Museum, an art museum in New York City, US, used public pay phones as part of a campaign to promote its 1993 themed exhibition.

New Museum: Recalling 1993

Agency: Droga5 New YorkAdvertiser: New MuseumBrand: New MuseumCountry: USA

Objectives

Our primary objective was a sales objective: increased attendance compared to the same period one year prior to the exhibit.

The year before the "NYC 1993: Experimental Jet Set, Trash and No Star" exhibit, the New Museum opened its second Triennial – its signature series of massive shows that occur only every three years. Given that "NYC 1993" was opening during the same period, yet without the hoopla of a Triennial, we set our objective to match or beat...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands