Agency: This January
Client: The International Spy Museum
In a city with more free museums than anywhere in the world, how can we convince visitors to buy tickets to a museum that has lower unaided awareness, and is further away from the others? With a goal to increase awareness of the museum and ticket sales as tourism roared back to life post-pandemic, the campaign used clever advertising throughout high-visibility points, such as buses and Metro fare gates. Considering the ubiquity of spies in the capital city, messaging such as "There might be a spy on this bus" aimed to attract curious museumgoers.