category finalist
veronica@stirlingbrandworks.com
Most museums try to convince people to stay longer. The Mass Art Museum (MAAM) had a different problem to solve.
Attendee survey feedback suggested the museum “felt small”. At the same time, younger visitors were avoiding museums altogether. Not because of lack of interest, but because of the perceived commitment. Too much to see, not enough time, and too much pressure to experience it “the right way.”
That created a clear strategic tension. Instead of correcting the perception, we reframed it.
Small became focused. Short became intentional. A visit became something you could spontaneously fit into real life, not plan your day around.
We positioned MAAM as an experience that is approachable, flexible, and easy to engage with on your own terms.
From there, execution followed strategy. Messaging became shorter and more direct. Creative was built to communicate quickly. Media placements showed up in everyday moments, reinforcing the idea that visiting MAAM is simple and accessible.
The campaign removed friction instead of adding hype.
The results were clear:
8% increase in visits year over year
416% increase in website traffic year over year
More importantly, it changed how people think about the museum. We didn’t solve for “small.” We flipped the insight on its head and made it the advantage.
