Week 6: Brief and Strategy

The Task

  1. Research strategies and project plans used by agencies to reach a global audience. Share your findings on the Ideas Wall and elaborate in your blog.
  2. Distill your research to develop your own strategy and project plan for the selected project brief. Write a draft of your strategy and project plan and post it to your blog.
  3. Communicate the rationale for your strategy and project plan to be delivered through a five slide Keynote presentation. Record yourself outlining the rationale over five Keynote slides and upload the presentation to your blog.

 

Research strategies and project plans used by agencies to reach a global audience. Share your findings on the Ideas Wall and elaborate in your blog.

image

Museum Lates

Although this is not a joined strategy (that I can find), the extended opening hours of museums and cultural institutions seen in London has echoed around the world. In Moscow, opening hours extending beyond 6pm have long been considered normal, with some institutions regularly open until 10pm. The first documented late night opening was Night of the Arts in Helsinki, Finland, in 1989.

In London, museums such as the Tate, Science Museum, V&A and Natural History Museum regularly open their gallery doors once a month to allow adults to explore after work and without children. That the days don’t clash indicate that there has been collaboration between the institutions but not a project plan put forward as you might expect.

Often, each night revolves around a certain theme to give each night a focus and to keep the size manageable. Guests are not allowed free range around the museum, and only certain galleries are open to contain the spread of visitors. The main tickets are free, with some reasonably priced VIP tickets with added perks on top to skip queues.

With a growing young population of teetotal young people, and a number who want their social life not to revolve around drinking alcohol, the Lates offer an experience where alcohol is available but not the main focus, where art and culture blend to form an educational and entertaining experience. Music is a key point, with silent discos and DJs being offered at most venues.

I can’t find figures about the increase of visitors that have resulted from Lates nights, however, given that the Science Museum attracts 4,000 people to each of its Lates, it could be far to say that they are reaching young adults who are otherwise on employment when the museum is open.

Lates are offered around the world from US, Mexico, Australia, Russia, Finland and are now seen as an integral part of museum strategy to increase reach, diversify visitors and become community hubs.

airbnb

AirBnB Louvre

Musee de Louvre in Paris, Europe’s most visited museum, paired up with AirBnb to offer two people an overnight stay in a custom-built pyramid within the famous pyramids and a bespoke tour of the museum.

Given the trend for experiences over possessions, the collaboration works as advertising for both institution and Airbnb to encourage travellers to seek out new experiences that are usually available to leaders of state and celebrities. It shows Airbnb as a company that is global and local and the service to use for an intimate travel experience whilst the Louvre is seen as more accessible to everyday visitors: if you can sleep there, you can be comfortable there.

This experience is part of a series of experiences and concerts to be won through airBnb.

Distill your research to develop your own strategy and project plan for the selected project brief. Write a draft of your strategy and project plan and post it to your blog.

The different methods that John Stack showed us in the tutorial were fascinating, and I plan to map them out to see if there is a gap between what has been considered already.

My main aim is to build a narrative around the images and to allow viewers of the collections to build their own too. The Chrome extension that the Science Museum has developed to show the beauty of randomness.

I would also like to place the items in historical and social context. What memories do people have of the items? What were they produced at the same time as? What similarities are there with other disciplines? How does it fit into human history?

Communicate the rationale for your strategy and project plan to be delivered through a five slide Keynote presentation. Record yourself outlining the rationale over five Keynote slides and upload the presentation to your blog.

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