Museum Card Campaign Proves There Is Never a Reason Not to Visit a Museum

The museum, for some a cultural necessity, for others a compulsory piece of homework. The general public's image of museums is in dire need of refreshment. The days when museums were stately places where you looked at a work of art in oppressive silence are far behind us. The new campaign for Museumkaart, developed by KesselsKramer, shows that you can go to the museum for coffee just as much as for an old master. Whether you want to do something, feel something, or just buy a gift, with the Museum Card you will never again have a reason not to go to the museum.  

For everyone

The Museum Card gives some 1.5 million cardholders year-round access to over 500 museums. Despite a record number of cardholders, there is still too large a group of people who think 'a museum is not for me'. "That's a shame, because museums are for everyone. The Netherlands has more than 500 museums full of diverse subjects and activities, from portrait drawing to bread baking - so there is always something for you, too." said Martin de Rooij, head of marketing and communications at the Museum Association.

More than art

The campaign showcases a colourful collection of figures, objects and situations. For example, a typical museum couple, a father who would rather be a child, and a giant potato pass in review, while all the reasons to go are listed at breakneck speed. The film was produced by HALAL, in collaboration with filmmaker and photographer Noël Loozen, whose down-to-earth, humorous style manages to put reality on a pedestal.

The campaign, consisting of TVC, OLV, (D)OOH, digital, social and radio is the beginning of a long-term collaboration between KesselsKramer and Museum Association.