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.

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