After a series of traditional exhibitions, the ROM embraced the opportunity to shake things up with the blockbuster exhibition Pompeii. As the project’s marketing lead and working with an external agency, I was tasked with the development of a creative campaign that broke from the ROM norm and positioned the Museum in a very different light.
The campaign featured print, broadcast, out-of-home, digital, and paid social aiming to connect the ROM with new audiences and create key moments that cut through the clutter. This included 3D transit shelters and strategically placed eruption creative on news and weather sites (e.g., right above the weather bar).
The results spoke for themselves, with the exhibition exceeding attendance targets by 30.8% and establishing connections with a younger audience.