A national profile for new cultural landmark in regional Australia.

 

MAMA – Murray Art Museum Albury – is a new art museum in Albury NSW which opened in October 2015. It was conceived to continue the economic development and cultural tourism of the area, and has since attracted locals and tourists alike who have engaged with its ‘MONA for the Murray Region’ position. 

What Nixon Counsel did:
Developed the MAMA brand strategy
Defined MAMA’s target demographic across cultural and tourism sectors
Developed the launch campaign marketing strategy and creative direction in collaboration with MZ Design and photographer Christopher Morris
Created content strategy and social media campaign for the launch
and subsequent major exhibitions
Digital marketing, social media, content management and data evaluation reporting

The results: In just the first 7 months... 74,000 visitors through the door, 49 national media articles, 7,000+ Friends online, 1.9M Facebook impressions, 35,500 website visits.

 

 
MAMA launch campaign 2015 – Arts magazine print advert

MAMA launch campaign 2015 – Arts magazine print advert

Social Media content development - image: Olafur Elliason 'The cubic structural revolution' in MAMA foyer 

Social Media content development - image: Olafur Elliason 'The cubic structural revolution' in MAMA foyer 

MAMA on mobile – Social Media campaign across Facebook, Instagram & Twitter

MAMA on mobile – Social Media campaign across Facebook, Instagram & Twitter

Outdoor banner campaign across the city

Outdoor banner campaign across the city

MAMA's Big Night Out - Opening Week event brand

MAMA's Big Night Out - Opening Week event brand