The British Museum’s sold-out Citi exhibition Manga attracted its youngest, most ethnically diverse audience ever.
It smashed ticketing targets and broke records for first time attenders, particularly amongst the Entertainment Culture Segment.
Despite the content, this wasn’t a foregone conclusion: formative research showed manga enthusiasts feared the Museum would spoil the content by making it too museum-y.
This insight, informed by Culture Segments, shaped the marketing team’s strategy to target atypical paid museum audiences.
A bold poster campaign was the main driver for a quarter of visits; graffiti artists painted key boroughs of the city bright orange; a social media campaign ensured no-one could mistake the exhibition as being boring.
The results speak for themselves:
Perhaps most significantly, a third of people said their perceptions had been changed by the exhibition, suggesting manga has successfully unlocked a new audience of atypical users.