Whats the challenge

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Whats the challenge?

• Re-create the DIA
• Drive attendance

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Whose perceptions matter?

• Primarily Oakland, Wayne, and Macomb county
  residents
• But also
• News media
• Community leaders
• Major donors
• Other local influentials

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Whats going on?

• The museum will be more visitor-centered
• Reorganization of the galleries
• New contexts for presenting the art
• New interpretive devices
• Competition is for peoples leisure time
• Many leisure choices are more overtly stimulating

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What do people think?

• DIA research tells us
• Museums are for learning
• Positives cultural and educational engagement
• Negatives knowledge and effort to understand are
  roadblocks for many
• Museums are a social experience
• Positives socialization and status
• Negatives disengagement from lack of status,
  knowledge, or expected behaviors

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What are you, really?

• "The New DIA, one of the premier art museums in
  the United States, is home to more than 60,000
  works that comprise a multicultural survey of
  human creativity from ancient times through
  today. Upon completion of its expansion and
  renovation, the DIA will deliver a more enriching
  visitor experience through new methods of display
  and interpretation that will intensify visitors'
  emotional bonds with art. The DIA will be a
  destination for individuals in southeast Michigan
  and beyond. It will provide engaging experiences
  that enable individuals to discover more about
  their history, world, lives, passions and heart."

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What are you, really?

• An experience more than a place

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Translating What You Are

• The message must transcend the place
• Focus on deeper emotions and values people place
  on art
• Mine that richer vein of art in everyday life
• Uncover a connection that ignites interest and
  motivates visits

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Ethnographic Inquiry

• A cultural analysis of visual art consumption
• A social and symbolic exploration of art in
  everyday life
• Implications for DIA communications

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Ethnographic Research

• Who
• Momsage 25-44 w/kids
• Traditional TargetAge 45-55
• Higher incomes, education, suburbanites,
  visually inclined, non-recent visitors
• Ethnically diverse group
• Methods
• In-home interviews
• 3 hours in length
• Half included spouses
• Ode to a personal piece of art
• Symbolic visual exercise
• Visual aesthetic in the home

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Ethnographic Findings The visual arts and social
values

• Stretching your mind
• Minimize complacency
• Be open to new ideas
• You always need to be growing . . .
• to get out of your box
• Recognize the larger world
• Accept different ways of doing,
• thinking, and being
• I want my kids to know shades of grey

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Ethnographic Findings The visual arts and social
values

• Finding sanctuary
• Peace and calm are elusive, but desired
• You have to create these moments . . because
  everything else is all rushing
• Sensory experiences are centering
• Silence and beauty centers me

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Ethnographic Findings The visual arts and social
values

• Creating a sense of family
• Investing in relationships
• Growing together
• Time together
• An explicit priority voiced by all respondents

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Ethnography Findings The visual arts and daily
life

• Everyday
• Constant motion and change
• Life on the interstate, hinders peoples
  ability to achieve important social values
• Everyday strips away at the important social
  values
• Getting Away
• Converse to Everyday
• A search for centering and perspective, regaining
  what the Everyday takes away
• Not about escape, about reconnecting with the
  values that matter
• Getting away can be physical, but it is also
  embodied in peoples aesthetic experiences

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Ethnographic Insight

• The significance of (visual) art is uncontested
  by these target audiences
• Visually aesthetic experiences allow getting away
  to happen often in every day life
• Pausing to look at a garden
• A quiet night in the yard looking at the moon
• Admiring the vista along Lake Shore Drive
• Viewing a piece of art

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Travel is a Metaphor

• Travel is the articulated metaphor for aesthetic
  experience among respondents.
• Separation You go somewhere in your head
• Transformation You transform yourself in the
  process
• Re-integration You come back to daily life a
  different person

End Benefits Everyday is enriched
Personal enrichment
Peace Serenity Harmony Spirituality
A sense of wonder Inspiration
Strengthening social relationships
Art
A Journey of the Imagination (Getting Away)
Socialization of children
The strategic goal of the campaign should be
here..Not necessarily here (yet)
For this audience, the journey of aesthetic
experience is a form of Getting Away
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What should people think?

• The New DIA is where I can stop time, even for a
  moment, to notice colors, a brushstroke, a shape
  or an idea. I go to see things differently, and
  to take a break from the speed and momentum of
  everyday life. If I have 20 minutes or all day,
  if I need a break or an adventure, to be
  recharged or quieted, if Im by myself or with
  others, the DIA has something profound to offer.

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What will you tell them?

• The new DIA is an easy, everyday getaway.

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Easy everyday getaway

• Come as you are no special knowledge needed
• An easy activity
• An everyday getaway where you refresh, recharge
  or are inspired

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Strategic Goals for Advertising

• To motivate and ignite, the campaign itself has
  to be a journey of the imagination
• Sets up an expectation of an imaginative journey
  and leaves aside (as unimportant) specialist
  knowledge
• Puts the communications emphasis on what visitors
  get out of their experience (vs. what the DIA
  offers)

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• DIA Campaign

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Opening Print Ad
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Print Ads
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Weekend Ad
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Sample Billboard
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Sample Rack Card
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Sample Direct Mail
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Sample T-shirt