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MuseumPASSMusées
MuseumPASSMusées
MuseumPASSmusées set out to bring more Belgians into museums by repositioning its annual pass as the perfect gift. By analyzing sales data, we identified a clear opportunity: over 20% of yearly sales already happened during the holiday season. Instead of spreading efforts across the year, we went all in on one bold end-of-year activation. From November to December 2024, we reframed the museum pass from a culture card into a gift full of experiences. The result was record sales, growing brand awareness, and a major increase in museum visits, all in a flat retail market.
The Challenge
The goal was to sell 22,500 museum passes, or 25% of annual sales, in just two months with a limited budget of €329K. At the same time, museumPASSmusées had to compete with every possible holiday gift, from books to headphones and gift cards, in a flat retail market. The challenge was to stand out and make people believe that a museum pass was not just a good gift, but the right one.
Our Approach
We repositioned museumPASSmusées as the gift that avoids all wrong gifts. The creative concept leaned into awkward gifting moments, exaggerating the discomfort of giving the wrong present. From a massive Rubens painting scratching the ceiling to other cringe-worthy surprises, the campaign humorously showed what not to give, before presenting the museum pass as a year full of discovery and experiences.
The activation rolled out through a full 360° mix. TV, radio, OOH, and print built broad awareness, while digital channels drove consideration and online sales. Toolkits, gift packaging, and POS materials supported museums nationwide, turning them into active campaign partners.
Results
- 27,500 passes sold in two months (5,000 above target)
- 30% of annual sales achieved during the campaign period
- €1.8M revenue, with €5 return for every €1 invested
- Brand awareness +15%
- 120,000 extra museum visits during the campaign period
- Record 1.2M museum visits in 2024