The campaign, which also employs a New York public relations firm that deals in arts-related projects, is being supported by museum sponsors, says Pam Kassner, senior director of marketing and communications for the museum. Kassner was hired away from the corporate world six months ago to oversee all aspects of outreach program. Spending on small scale Even with donations, the promotional spending is small by business standards. The ad campaign by Milwaukee ad agency Kohnke Hanneken Inc. includes print ads running in local and Madison newspapers, transit ads in Milwaukee and Madison, radio spots on six FM stations in Milwaukee, and posters promoting the O'Keefe exhibit at train stations in northern Illinois. The diversity of the ad buy reflects the museum's attempt to broaden its audience.
National trends suggest the museum has a good chance at succeeding.
A recent study by the Travel Industry of America ranks visiting museums as the third-favorite vacation activity, Roberts says, right behind shopping and outdoor activities. With the renovation, the museum takes advantage of two trends. It recently tripled the size of its gift shop. Phasing, buzz help agency Between the Calatrava design and the O'Keefe exhibit, Roberts and Kassner say their task of garnering attention has been easy. That some parts of the expansion aren't complete hasn't been a problem, Roberts says.