New Museum: Recalling 1993

Agency: Droga5 New York
Advertiser: New Museum
Brand: New Museum
Country: USA


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 New Museum attendance from one year prior. We planned to measure our objective by comparing sales of "NYC 1993" admission tickets to sales of the 2012 Triennial admission tickets.

Our secondary objective was an interim objective: awareness measured through earned media impressions.