Australian Museum pivots to brand marketing after reopening to the public

The Australian Museum is encouraging Sydneysiders to ask ‘why?’ and question world history as they know it in a new campaign to relaunch the museum as a tourism destination.

The campaign comes after the museum’s reopening in November following a 15 month, $57.7 million transformation that increased the public spaces and improved its amenities. It also marks a shift from an exhibition-led approach to the Australian Museum’s marketing to a focus on brand.

The campaign was created by SomeOne and VCCP with Atomic 212 on board to amplify the ads through an integrated media buy, including outdoor, radio, print, social media, programmatic and online video.