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Blanton Museum of Art How do you make art cool in a city of musicians and techies?

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May 2016

The folks at The Blanton Museum of Art had a challenge: make the museum part of Austin culture and a "must see" experience.

The ASK

Make the Blanton relatable to the modern Austinite, and prep Austin for the re-opening of the Blanton's new permanent collection.
Assessing the ask
  • How do we weave the Blanton into the fabric of Austin's culture?

  • Be an Austinite first, and a museum second.

THE AUSTINITE - EXPLORER
In case you haven't been reading the news lately, Austin is a magical place, filled with interesting things to do and explore. It's no wonder Austin has been one of the fastest-growing cities for five straight years.

Austinites love adventure. Natural explorers, we used this to develop creative communication they would find relatable and compelling.
THE BLANTON - SAGE
Filled with knowledge and wonder, the Blanton is Austin's sage experience. Whether visitors want to walk through 18th century Florence, or step into early 20th century Latin America, they can expect an imagination transportation to another time, and another perspective.

Identifying the Blanton as the sage helped guide our efforts to create a bridge between it and the residents of Austin.

The ANGLE

We got the feeling that fine art and Austin just needed a little re-introduction.
BLANTON MUSEUM OF ART

Art Meets Austin.

AUSTIN'S BLANTON
It really was that simple, as the best ideas often are. We took "Art Meets Austin" and designed an integrated outdoor and social media campaign aimed at introducing the new Blanton to Austinites.

Additionally, we made a concerted effort to re-position the Blanton as "Austin's Blanton" to instill a sense of ownership and oneness with the Austin community.

Spreading the WORD

The campaign went live in February 2017. Filled with witty lines only Austinites would get the campaign sought to prove the Blanton was a real member of the community.
PROJECT RESULTS
  • 23%

    Increase in attendance YOY

  • 12%

    Increase in organic Facebook likes

  • 21,000

    Blanton Block party attendees

Services provided
  • Strategy

  • Creative

  • Media

  • Production

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