Challenge
The San Francisco Museum of Modern Art (SFMOMA)’s MuseumStore was expanding, nearly doubling in size and enhancing its position as the Bay Area’s
premier retail destination for contemporary art-, architecture- and design-related products.
Objectives included:
- Introduce the newly expanded store and attract customers to promote traffic and sales
- Raise awareness for the MuseumStore locally and nationally
- Increase brand recognition for SFMOMA’s MuseumStore.
Strategy
LCI utilized the opening of the expanded store as a springboard to communicate the Museum’s overall educational objectives. The team
pre-announced the MuseumStore expansion to select top-tier media to build buzz surrounding the launch. LCI then targeted select reporters and
columnists for a “sneak peek” preview of the MuseumStore. The team created a pre-opening party to draw attention to the launch. LCI also
highlighted select new products and artists to illustrate the MuseumStore’s expanded categories and merchandise along with placing stories in select
national publications to help reach tourists and convention-goers visiting San Francisco.
Results
LCI’s results exceeded all expectations, with numerous MuseumStore placements in both local and national press. Placements included:
Metropolitan Home, Chronicle Magazine, Associated Press, San Francisco Chronicle, Marin Independent Journal, The Independent, an Jose Mercury News
, KTVU-TV’s Mornings on 2 and San Francisco Downtown.