The New Museum: Recalling 1993

This case study details a campaign by the New Museum, a contemporary art museum in New York City, which placed ads on pay phones and created an audio tour, to attract a mainstream audience.

The New Museum: Recalling 1993

Droga5

Summary

It's not easy getting visitors through the door of an art museum in 2013: attendance in the US recently reached its lowest point in three decades.

In New York, dozens of world-class art museums use big names and big budgets to draw crowds. For the New Museum's "NYC 1993", we had neither. It was a show featuring more than 80 highly influential yet little-known artists.

How do you get a wide, mainstream audience, not inclined to visit art museums in the first place, interested in an exhibit featuring artists they know little about?...

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