The Brief
To promote the world premiere of Gunther von Hagens’ BODY WORLDS 4 exhibition that ran from February to August 2008. Our remit was to sell tickets for the exhibition, to several audiences particularly adults, families and education groups on a far wider geographic basis than our previous work for MOSI. This was the first time Gunther had exhibited in the UK since 2002.
Our Response
We worked with the marketing team at MOSI and the BODY WORLDS team in Germany to develop an integrated campaign that was based on the already internationally renowned brand of BODY WORLDS but incorporated the brand new exhibits, being showcased in Manchester and also worked with the MOSI branding and relayed clearly the location of the exhibition. We developed outdoor, radio (using British actor, Art Malik), digital marketing, bus wraps, regional and national press, on-site dressing (particularly tricky when you are dealing with listed buildings!). We were able to react to ticket sales and up or scale back our activity as necessary.
The Results
Visitor numbers to MOSI doubled in financial year 2007/8, largely due to the crowds we helped pull into BODY WORLDS 4 – almost 300,000!
