Case Study: NSU Museum of Art Fort Lauderdale


The Challenge

Since its founding in 1958, the NSU Museum of Art Fort Lauderdale has served the growing South Florida community as a gathering place for friends and neighbors, a lifelong learning center for children and adults, and as a dynamic hub for the cultural life of Broward County. It is South Florida’s premier destination for quality exhibitions and programs that encompass every facet of civilization’s visual history. In five years, more than 1½ million visitors have enjoyed remarkable exhibitions like Vatican Splendors: A Journey through Faith and Art, Tutankhamen and the Golden Age of the Pharaohs, and American Chronicles: The Art of Norman Rockwell.

Strategies & Tactics

jpeg

For five years, Durée & Company worked on the NSU Museum of Art Fort Lauderdale account, promoting the Museum, its many renowned exhibitions and numerous other features from both marketing and public relations standpoints. During a nine-month period of the Museum’s 50th anniversary year, which included two special exhibitions: In the Pink: Dorothy Draper, America’s Most Fabulous Decorator and The Great Age of American Automobiles, Durée & Company secured exceptional editorial coverage, resulting in a 52:1 ROI for the Museum.

Results

During that time, Durée & Company achieved a total circulation of 55,917,583, and attained an ad equivalency of more than $1.1 million for the Museum through print and broadcast media.

jpeg

Key media placements during that time period included:

  • Architectural Digest feature Icons of a Golden Age (The Great Age of American Automobiles)
  • WPLG-TV Miami ABC affiliate’s 30-minute primetime show on the Museum’s exhibition The Great Age of American Automobiles
  • The Miami Herald Home & Design feature Bold is Back, A Fort Lauderdale Exhibit Honors Dorothy Draper, the Colorful Designer Who Changed the Way We Decorate
  • The South Florida Sun-Sentinel feature Matching Draper: Legendary Style for Less