Research uncovered important insights into why and how people become engaged with art and with MOLAA. Special exhibitions, for example, not only attract art lovers but general museum goers, as well. We developed content around two special exhibitions, the works of renowned artists Wifredo Lam and Arnaldo Roche. These campaigns contributed to an increase in attendance of 38%. Membership rose 23% and corporate donations jumped 19%.
Wifredo Lam fought in the Spanish Civil War, befriended Jackson Pollock, escaped Hitler,
collaborated with Pablo Picasso and received the prestigious Guggenheim. Visitors learned
more about the artist’s life through the digital timeline we created.
Arnaldo Roche was one of the most important artists to emerge from the Caribbean since Wilfredo Lam. Digital ads placed on art and entertainment sites contributed to attendance figures surpassing MOLAA’s expectations.
Outdoor boards were strategically placed across from the Los Angeles County Museum of Art (LACMA) – the largest art museum in the western U.S., attracting nearly a million visitors annually.