THE MASTERS ARE HERE by Preuss Und Preuss Germany for Museum Of Fine Art Leipzig

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THE MASTERS ARE HERE

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Industry Museums & Libraries
Media Promo & PR, Case study
Market Germany
Agency Preuss Und Preuss Germany
Art Director Zuzana Havelcova
Copywriter Michael Preuss
Released August 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: MUSEUM OF FINE ARTS - LEIPZIG
Product/Service: MUSEUM
Creative Director: Michael Preuss (Preuss und Preuss)
Art Director: Zuzana Havelcova (Preuss und Preuss)
Consultant: Nina Preuss (Preuss und Preuss)
Copywriter: Michael Preuss (Preuss und Preuss)
Marketing and Event Manager: Sylva Dörfer (MDBK Leipzig)
Media placement: Ads - Daily Press And Art Magazines - 1. August 2010
Media placement: Posters And Billboards - In- And Outdoor, Leipzig City And Surroundings - 1. August 2010
Media placement: Promos - Museums, Shops In Leipzig City And Surroundings - 1. August 2010
Media placement: Branding - Vehicles Of Master Craftsmen In Leipzig - 1. August 2010
Media placement: Brochures - Museums, Shops In Leipzig - 1. August 2010
Media placement: Social Media - Facebook, Twitter - 1. August 2010

Summary of the Campaign
Challenge:
Make the Museum der bildenden Künste Leipzig (MDBK) more popular with the local people of Leipzig. People who had no particular interest in art and who had prejudices against the MDBK should identify the art museum as a vital part of their home.

Objectives:
Bring more visitors from Leipzig to the Museum der bildenden Künste Leipzig. Improve the local image of the museum.

Strategy:
Play in motive and claim with the double meaning of the word "master" which refers to both old masters (of art) and master craftsmen. Show real artisans from Leipzig as testimonials people can identify with. Spread the motives as posters, billboards, stickers etc. all over Leipzig and relevant websites for nine months. Accompany the campaign with guided tours by master craftsmen in the museum.

Outcome:
Remarkably more visitors from Leipzig than before, positive feedback of locals of Leipzig. Great press feedback.

The Situation
The Museum der bildenden Künste Leipzig is one of the oldest public collections founded by private collectors in Germany. Artworks from late medieval to contemporary art – particularly the "New Leipzig School" are exhibited. Offering temporary exhibitions and an impressive architecture, the museum has always been very popular. Except with the locals. Many had prejudices towards the new building opened in 2004 and were not motivated to see the inside of the impressive museum. This had to be changed.

The Goal
The goal was to create an image campaign that made the people of Leipzig feel closer and more attracted to "their" museum and feel motivated to visit it. The campaign aimed at a target group consisting of a broad and diverse public, based in and around Leipzig, who was not convinced of the museum yet or was not particularly interested in art. So the criteria for success was to bring more locals to the museum, convincing them of its great inventory so they would come back and maybe even buy an annual ticket.

The Strategy
The strategy was to play in motive and claim with the double meaning of the word "master" which refers to both old masters (of art) and master craftsmen and show real artisans from Leipzig as testimonials people can truly identify with. Then we spread the promotions as posters, billboards, stickers etc. all over Leipzig and relevant websites for nine months. Guided tours by master craftsmen in the museum accompanying the campaign should also promote better identification with the museum.

Execution
Our target group felt closer to local artisans than to international fine arts. So we won over master craftsmen, opinion leaders for a large amount of people, as testimonials for a promo campaign with motives which include both old masters and master craftsmen. More than 300 master craftsmen followed our casting call. The photographer was Albrecht Tübke, a renowned artist from Leipzig. In the promotions they promote the museum by inviting everybody to the MDBK while standing in front of artworks.
The resulting posters and billboards were spread all over Leipzig from August 2010. The promotion did not just include posters, promo material and media coverage – for further identification artisans gave public guided tours in the museum, e.g. the featured hairdresser: "Hair Styles in Art".

Documented Results
Major press coverage of regional and national newspapers and magazines, radio and television channels (on and offline) even before the campaign started in August 2010. Proud masters all over the city and on the web: on websites of handicraft businesses, the city of Leipzig, the chamber of crafts, on forums, blogs and social networks. Advertising on billboards, posters, on buses, trains, vehicle fleets, in shops, etc. The campaign posters even appeared in Germany`s most popular TV thriller series "Tatort". An absolute record number of more than 180.000 visitors in 2010 (2009: 112.000). Almost 50% of them from Leipzig. The campaign had an immediate impact: from August to December 2010, there were 6905 visitors more than in the same time frame in 2009. Almost 100 annual tickets more were sold than in the year before. (Source: MDBK Leipzig)