Initial Creative Executions Promote the Museum’s “Modern Heroics” Exhibition featuring 75 Years of African-American Expressionism
The S3 Agency is launching an awareness campaign for the Newark Museum. Entitled “There’s More at the Museum,” two-part out-of-home executions promoting New Jersey’s largest museum will go live on June 6, 2016. Print, broadcast and online components are set to launch later this year.
The awareness initiative leverages a unique digital billboard strategy: virtually animating the static medium with back-to-back placements in which only a “live area” changes. The perceived movement emulates the activity of online advertising, providing an unexpected extra dimension to passersby. Slide one will showcase a current exhibition at Newark Museum, and the second slide will focus on the brand messaging of the new tagline. The agency has secured strategically located NJ-based digital billboards through the end of the year, allowing for creative to be updated for additional exhibitions — visually showing how there is always “more” at the museum.
For the initial creative executions, the first slide promotes Modern Heroics 75 years of African-American Expressionism at the Newark Museum. A compelling image from the collection and the headline “Urban. Legends.” capture attention. As the billboard transitions to the second slide, the background and Newark Museum logo remain, but the messaging changes to the tagline: “There’s More at the Museum.”
“The campaign simply and powerfully gives us the flexibility we need with an intriguing message to encourage audiences to come explore the Newark Museum,” said Deborah Kasindorf, Deputy Director, Institutional Advancement, at the Newark Museum. “I appreciate the smart, full solution The S3 Agency has provided.”
“The Newark Museum has the 12th largest collection in the country. We keyed in on the ‘more’ messaging because there is literally always something new to see,” said Denise Blasevick, CEO, The S3 Agency. “The more people know about this amazing cultural resource, the more likely they will be to return again and again for ongoing inspiration.”
For more information about the Newark Museum, please visit www.NewarkMuseum.org
