Membership Campaign / GR Public Museum - BravoEcho
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Membership Campaign / GR Public Museum

About This Project

We helped our client, the publicly-owned Grand Rapids Public Museum, articulate their vision “to instill passionate curiosity and a deeper understanding of the world around us” in a new tagline, Be curious. 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.

Recent Work