CLIENT
M+, West Kowloon Culutral District
Christine Chow, General Manager, Marketing and Customer Experience
Meggy Cheng, Head, Marketing and Branding (M+)
Sandy Sze, Manager, Marketing and Branding (M+)
Kyle Chan, Assistant Manager, Marketing and Branding (M+)
Daisy Tsang, Marketing Officer
Alan Wong, Marketing Assistant
Meanne Dizerens-Lau, Head, Marketing and Branding (District Development)
Victoria Ng, Creative Content Writer
Angel Luo, Assistant Manager, Marketing and Branding (M+)
Eric Sum, Senior Designer
AGENCY
M+, West Kowloon Culutral District *Lead Agency
Christine Chow, General Manager, Marketing and Customer Experience
Meggy Cheng, Head, Marketing and Branding (M+)
Sandy Sze, Manager, Marketing and Branding (M+)
Kyle Chan, Assistant Manager, Marketing and Branding (M+)
Daisy Tsang, Marketing Officer
Alan Wong, Marketing Assistant
Meanne Dizerens-Lau, Head, Marketing and Branding (District Development)
Victoria Ng, Creative Content Writer
Angel Luo, Assistant Manager, Marketing and Branding (M+)
Eric Sum, Senior Designer
HSBC
HKT
Cathay Pacific
MTR Corporation Limited
SUMMARY
Since M+ started charging admission, its challenge was to make art accessible, while still remaining profitable. We formed a strategy that creates meaningful connections between art and people by taking art beyond the museum. To do this, we needed a trump card artist, Yayoi Kusama, who shared M+’s vision. So whether it was infiltrating daily commute with her iconic motifs, leveraging technology to create immersive experiences, curating bespoke products, or hosting events – it worked together to bring Kusama’s art to the public, driving 1.44+ million visitors in 6 months.
