Campaign details
Brand: Louvre Abu DhabiBrand owner: ADTCALead agency: TBWA\RAADCountry: GlobalIndustries: Destinations & Locations/Museums, Attractions, LibrariesMedia channels: Cinema, Magazines - consumer, Newspapers, Online display, Online video, Outdoor, out-of-home, Social media, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Louvre Abu Dhabi had a unique mission of using art to show deep human connections throughout history and today. Before the museum had even launched, it was faced with the challenge of negative media coverage and an audience that had no interest in the museum...