Museum of Modern Art Bogotá: The MAMBO is leased

The Museum of Modern Art Bogotá (MAMBO) increased revenues and number of visits through a stunt that saw it being put up for rent.

Campaign details

Brand: Museum of Modern Art Bogotá (MAMBO)Brand owner: Museum of Modern Art Bogotá (MAMBO)Agency: DDBCountry: Colombia

Market background

The Museum of Modern Art Bogotá (MAMBO) was facing three major threats:

  1. Museum crisis. Within the past 10 years, 35 important museums have closed around the world due to lack of resources and visitors.
  2. Lack of local visitors. Bogotá has more than 70 museums. However, and despite the efforts made by the Ministry of Culture and the District Institute of Cultural Heritage, only two out of 10 visits to the city's...

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