Hamburg Museum
As major cities compete for people’s attention, many museums have found themselves suffering from an image problem. Tourists may perceive them to be old, dusty places with the negative associations of compulsory school trips taken years ago. The general expectation is to learn about history and not about what makes the city tick today.
In the light of increased competition, with shrinking numbers of visitors, Germany’s largest city museum - ‘The museum for Hamburg’s history’ felt the need to raise awareness across all age groups.
Instead of waiting for people to come, we decided to take the museum into the city. A small sign on a park bench, on a street lamp, on the pavement, above the entrance of Hamburg’s oldest bakery - our communication strategy provided people with ‘bite sized’ pieces of knowledge, drawing their attention to the one place which stores all relevant information about their beloved city. “... if you want to learn more - visit the Hamburg Museum”.
We positioned the museum as the destination to get ‘inside knowledge’ about the city, appealing to both locals citizens and tourists.
Our work included research and brand positioning, Corporate Identity development, posters, signage and a major communication campaign.
Positive press, specifically commenting on the new identity was generated throughout major newspapers in Hamburg.