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

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.