The Dalí Museum: Dreams of Dalí

This case study explains how the Salvador Dalí Museum, located in Florida, US, created an interactive exhibition to attract millennial and out-of-state visitors, and promoted the exhibition with a social media video.

Advertiser: The Dalí MuseumAgency: Goodby Silverstein & PartnersCountry: USA

Objectives

The Dalí Museum boasts the world’s second-largest collection of Dalí’s work and receives about 400,000 visitors a year (by comparison, the Metropolitan Museum of Art had an annual attendance of 6.2 million).1 While brand awareness in the immediate/local area is ubiquitous at around 97%, the museum has much lower (around 20%) national/international awareness.2

The Dalí Museum introduces a few special exhibits each year to drive repeat visitation among its local audiences but continues to seek ways to increase its brand stature in...

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