The VMFA challenged ndp to broaden the museum’s audience base by attracting younger individuals who have a different, less conventional appreciation of art to the “Japanese Tattoo: Perseverance, Art and Tradition” exhibit.
Our target audience does not consume media in the traditional way. Millennials measure success not in dollars but in experiences. Therefore, we needed to reach them by intersecting with their lives. We employed print, online, outdoor, social and event communications.
We hired a Japanese muralist, Moya, to tattoo the ndp Richmond headquarters, and we drew people to the event via an Instagram scavenger hunt.