GRPM - Become a Proud Owner - Pickpockets & Loose Women

Can you own part of a public museum?

opportunity.

How do you renew interest and memberships in a public museum in the absence of new news?

solution.

Put the entire collection of artifacts on sale. A membership to the museum turns you into an owner. Figuratively speaking.

/ client

Grand Rapids Public Museum

/ project

Museum Membership Campaign

more to the story.

In order to increase museum membership, a simple and fun premise was devised: by buying a museum membership, you become the owner of the Museum and all it has to offer – including over 250,000 scientific, cultural and historical artifacts. The “Become a Proud Owner” campaign featuring the new tagline includes magazine, outdoor and digital advertising, radio ads, direct mail, and guerrilla tactics – lamppost tear sheets, mock Craigslist ads and eBay listings – as well as a social component. The Museum relies on the goodwill of the West Michigan community and this campaign encourages a sense of individual ownership.