Advertising best practice, evidence and insights

Global tourism could plummet 80% in 2020, says UNWTO

News • 12 May 2020

International tourism could be facing a fall of between 60–80% over the course of 2020 due to COVID-19, the United Nations World Tourism Organisation forecasts.

Museo de Arte Moderno de Bogotá (MAMBO): The MAMBO is leased

Rankings • WARC Effective 100, 2020

The Museum of Modern Art Bogotá (MAMBO), a museum, increased revenues and number of visits through a stunt that saw it being put up for rent in Colombia.

Centre Pompidou: Memories of Paris

Rankings • WARC Media 100, 2020

Centre Pompidou, a French contemporary art museum, raised awareness to tourists in Paris by selling statuettes of its building as a souvenir.

Centre Pompidou: Memories of Paris

Rankings • WARC Creative 100, 2020

Centre Pompidou, a French contemporary art museum, raised awareness to tourists in Paris by selling statuettes of its building as a souvenir.

The New York Public Library: Insta Novels

Rankings • WARC Creative 100, 2020

The New York Public Library connected to a new generation by revamping its classics tales for Instagram.

Museum of Modern Art Bogotá: The MAMBO is leased

Case Study • Case Studies on WARC, 2018

The Museum of Modern Art Bogotá (MAMBO) increased revenues and number of visits through a stunt that saw it being put up for rent.

Royal Botanic Gardens, Kew: Smart advertising delivers record visitor numbers

Case Study • Data and Marketing Association, Gold, 2019

Royal Botanic Gardens, Kew, a non-departmental public body, increased footfall and ticket sales in the UK by launching a reformed search strategy to track and improve Google Ad Grant campaigns.

YouGov Ad of the Month – UAE: Global Village

Opinion • BrandIndex, November 2019

Global Village saw the biggest uplift in Ad Awareness in the UAE in October following the multicultural attraction’s re-opening campaign Global Village is the brand that has achieved the greatest uplift in its Ad Awareness in the UAE in October.

BiP (Believe in People) - American Artist: Promoting BiP and the Image of Public Art in Brazil

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

BiP (Believe in People), an anonymous North American graffiti artist, promoted itself in Brazil by creating a special mural for the Brazilian community, which was promoted though an event.

New York Public Library: Taking the Library out of the Library

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Connection Strategy, 2019

The New York Public Library encouraged young people to continue reading by launching Insta Novels, a set of long-form stories published across the Instagram Stories feature.

National Arts Council: The A List

Case Study • SABRE Awards, Asia-Pacific, Branded Journalism, Gold, 2019

National Arts Council, a statutory board in the Ministry of Culture, increased awareness of the importance of arts and culture among Singaporeans by relaunching its A List project.

How asymmetric creativity delivers for MONA

News • 11 September 2019

When a brand owner is also a professional gambler, there are interesting new directions open to the marketing team, and The Museum of Old and New Art (MONA) in Hobart has exploited these to the full.

The Museum of Old and New Art (MONA) flouts marketing taboos with “asymmetrical” creativity

Article • Gabey Goh, Event Reports, Advertising Week APAC, July 2019

The Museum of Old and New Art (MONA), an arts venue known for hosting works based around taboo themes likes sex and death, has put creativity at the heart of its efforts to attract visitors.

Chinese consumers embrace cultural lifestyles

News • 26 August 2019

Chinese consumers are paying more attention to cultural and leisure activities than in the past, according to a new report that underscores China’s transformation from a primarily manufacturing economy to one more focused on services and ...

Comparing conspicuous consumption across different experiential products: Culture and leisure

Research Paper • Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446

Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.

Louvre Abu Dhabi: Highway Gallery

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Beeston Library

Case Study • Design Business Association, Bronze, 2019

Beeston Library, a British library, increased visitors to the library in the UK by launching reinstated and new sign posting to increase visibility.

Seneca Park Zoo: Visit the zoo, it’s good for you

Case Study • Effie Worldwide, Finalist, North American Effies, 2019

Seneca Park Zoo, a zoo in New York, created out-of-home billboards linking various animals with different health benefits to encourage new and repeat visitors to its zoo.

Milwaukee Public Library: How one library wrestled for relevance and won

Case Study • Effie Worldwide, Finalist, North American Effies, 2019

Milwaukee Public Library, a museum, built a wrestling ring in its library in collaboration with wrestling brand Mondo Lucha to attract its Hispanic target.

Louvre Abu Dhabi: Why Are You, You?

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Bronze, Effective Use of Brand Purpose, 2019

Art and civilization museum Louvre Abu Dhabi used outdoor, social media and a video to provoke a conversation about the nature of humanity in order to increase visitor numbers.

Louvre Abu Dhabi: Highway Gallery

Case Study • Remie Abdo, WARC Awards, Entrant, Effective Innovation, 2019

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Louvre Abu Dhabi: Highway Gallery

Rankings • WARC Media 100, 2019

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Natural History Museum: Deforested Bones

Rankings • WARC Media 100, 2019

The National University of Colombia's Natural History Museum raised awareness of deforestation across the country in this hard-hitting exhibition.

Art Institute of Chicago: Van Gogh's Bedrooms: The power of an immersive idea

Rankings • WARC Effective 100, 2019

The Art Institute of Chicago (AIC), a museum in the US, increased brand awareness and the number of visitors by inviting people to step into a Van Gogh painting.

Louvre Abu Dhabi: Highway Gallery

Rankings • WARC Creative 100, 2019

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

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