Problem How does a museum stand out in multiple markets? Solution By using eye catching OOH placed in multiple markets to draw public interest. Background Located in the middle of three DMAs, the Richmond Art Museum faced competition from a variety of art attractions in surrounding areas. Objective The campaign’s goal was to increase attendance to Richmond Art Museum during the summer months by creating excitement around the Secret Garden Tour. Strategy The media company planned to maximize the reach and frequency of the campaign by using OOH advertising, and efficiently reach the target audience of those residing within 30 miles of the museum with a house hold income of $50,000 using TAB ratings. Plan Details Markets: Richmond and New Castle, IN; Dayton, OH Flight Dates

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