we’re in the middle of rolling out the new VISIT MUSIC campaign for The GRAMMY Museum. when we were proposed with the problem to drive more traffic into the downtown los angeles museum, we knew we had to keep it real with what the museum truly represents. after many hours of concepting and analysing what the Museum is all about, we discovered the pure essence at the very core of this 4-floor museum — MUSIC. and the primary verb we think of associated with museum is VISIT.
The GRAMMY Museum is about the general public learning and exploring any and every genre of music. It is only partially about The Grammy’s and the award show in which The Recording Academy facilitates. It’s about spending hours upon hours with the very medium that fuels our soul. The famous musicians that have been awarded for their talent are merely a bi-product of the average person who knows music’s impact on their personal life as much as globally.
so far, we’ve produced outdoor signage for the LA Live area and the Caruso Properties, including The Grove. we wanted to make it pretty clear that you’re visiting music, more that the great musicians of the past.
in addition to outdoor, most general materials are adapting the VISIT MUSIC creative, including a 4×9 rack card with metallic highlights (on press now with Colornet Press) and this coupon:
and we have littered the local and tourist magazines including LA Weekly, WhereLA, Westways, Downtown Los Angeles News, and a variety of tourist pubs and maps…
we can say one thing: primate design is enjoying its role in the Musuem’s marketing efforts and it’s our hope that you will Visit Music soon. it truly is a treat. http://www.grammymuseum.org
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