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DESIGN MUSEUM HOLON (RON ARAD) HOW WE LAUNCHED AN INTERNATIONAL DESIGN ICON

OUR CHALLENGE
DESIGN MUSEUM HOLON IS AN AWARD-WINNING ARCHITECTURAL PROJECT BY RON ARAD ARCHITECTS WHICH OPENED IN JANUARY 2010. THE MUSEUM IS THE MOST EXCITING RECENT DEVELOPMENT TO EMERGE IN THE MIDDLE EAST AND IS PART OF AN URBAN REGENERATION INITIATIVE WHICH AIMS TO TRANSFORM THE CITY OF HOLON (LOCATED JUST OUTSIDE TEL AVIV) INTO A CENTRE FOR DESIGN. WE WERE CHALLENGED WITH DEVELOPING A CAMPAIGN TO RAISE THE PROFILE OF THE DEVELOPMENT AND ATTRACT VISITORS FOR THE OPENING OF ITS FIRST EXHIBITION IN MARCH 2010.

OUR SOLUTION
OUR SOLUTION WAS, FIRSTLY, TO CREATE ANTICIPATION AND EXCITEMENT BY HIGHLIGHTING THE SIGNIFICANCE OF THE PROJECT TO THE DESIGN COMMUNITY THROUGH AN INTERNATIONAL MEDIA STRATEGY, INITIALLY SECURING 20 FEATURE LENGTH ARTICLES IN NATIONAL NEWSPAPERS AND CONSUMER TITLES INCLUDING GERMAN AD, VOGUE ITALIA, NUMERO AND WALLPAPER (MARCH COVER). THE SECOND PHASE OF THE PROJECT (TO ATTRACT VISITORS TO THE MUSEUM) IS STILL IN PROGRESS BUT HAS SO FAR RESULTED IN A FURTHER 60 FEATURES AND PIECES OF NEWS COVERAGE ACROSS 35 COUNTRIES.

OUR IMPACT
IN THE 12 MONTHS IN THE RUN-UP TO THE BUILDING OPENING IN JANUARY 2010, WE GENERATED OVER 2 MILLION WORTH OF COVERAGE ACROSS MORE THAN 80 EDITORIAL PIECES. THE PROJECT CONTINUES TO GENERATE COVERAGE AS WE SHIFT OUR EFFORTS FROM CREATING ANTICIPATION TO DRIVING FOOTFALL.

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