Tassie museum Mona features one-star reviews in new campaign

Hobart’s Mona (Museum of Old and New Art) has released a new campaign featuring one-star reviews the museum has received.

David Walsh, owner of Mona, has released the campaign despite his, according to a press release, “disdain for advertising”.

The 60-second spot shows people despondently ruminating over the reviews, which include “My wife’s asthma played up big time”.

Mona director of marketing and communications Robbie Brammall said: “A bit of ad spend is a necessary evil as we help the Tassie tourism industry recover from the impacts of COVID But hopefully we’re doing it in a Mona way—one that’s ill-advised and potentially disastrous.”

Mona head of creative Jardin Anderson commented: ‘David may hate advertising, but he loves honesty. And the truth is some people love Mona, and some people hate Mona. Luckily we believe that all opinions are valid. So valid, in fact, that we’ll put them up on a billboard on Parramatta or Punt Road.’

The real reviews were sourced from places like Tripadvisor, Facebook and Google.

Brammall continued: “Mona gets more one-star reviews than the Louvre, on only 10% of the visitation. David loves that stat. We also get more five-star reviews, but that’s a less cherished metric.”

The campaign is on TV on-demand, social, cinema, inflight and out-of-home (OOH).


Director of Marketing and Communications: Robbie Brammall
Senior Marketing Manager: Daniel Aitken
Head of Creative: Jardin Anderson
Head of Content: Liana Rossi
Production: Finch
Director: Alexander Roberts
Exec Producer: Corey Esse
Producer: Kate Menzies
DOP: Matt Toll
Post: Atticus
Stills: Derek Henderson


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