The Museum of Contemporary Art, Los Angeles: Labels campaign
Kevin TeagueOVERVIEW
Even with a $13.5 million operating budget and one of the largest contemporary art collections in the United States, the Museum of Contemporary Art, Los Angeles (MOCA), toiled to draw crowds in 2001. Competing against a variety of entertainment destinations in Los Angeles County that ranged from beaches to baseball games, along with other museums, MOCA's recently appointed director Jeremy Strick wanted to surpass the previous year's 500,000 MOCA visitor count. Hoping to boost awareness of the museum throughout Los Angeles County, MOCA released "Labels," the largest advertising...