The Museum der bildenden Künste Leipzig was not frequented enough by the locals of Leipzig. Time for change.
We made local master craftsmen brand ambassadors -- by casting and photographing them in the museum with artworks by "old masters". An idea, that brought the people of Leipzig closer to "their museum".
"Masters" were shown on billboards, posters, vehicle fleets all over the city and on the web -- and also they themselves gave guided tours in the museum. Media coverage was impressive.
Significantly more visitors came in 2010, almost 50% of them from Leipzig.
