Public Sector: Campaign Breakdown - Da Vinci - The Genius

Agency: SKV Communications
Client: Museum of Science and Industry (MOSI)
Timescale: October-November
Budget: Undisclosed

The lowdown

Manchester-based SKV has been appointed by MOSI to promote the museum's 'Da Vinci - The Genius' exhibition, which opens on 14 November. The museum is funded by the Department for Culture, Media and Sport.

- Who is being targeted?

Members of the public in the North West and beyond.

- What are the main aims?

To promote the exhibition and increase visitor numbers.

- What activities are taking place?

Da Vinci's Mona Lisa painting is exactly 500 years old this year and, charged with raising awareness for the show, SKV has focused its campaign on an image of Coronation Street actress Michelle Keegan transformed into the Mona Lisa.

- How was it done?

SKV used celebrity photographer Paul Jones and hair and make-up artist Armand Beasley.

- What else does the campaign involve?

The media campaign, which also features a video of the makeover for online media, is part of SKV's programme of online engagement with Da Vinci fans and visitors of MOSI. SKV MD Andy Spinoza said: 'Michelle's homage to the Mona Lisa will make people see the painting afresh. It's one way we can help the museum reach new audiences.'

- Any challenges?

Spinoza said: 'The makeover took hours.' Plus the usual problems faced by cultural institutions, such as how to widen the audience.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.