Despite having plenty to offer, sales figures are in decline because of a stuffy image. This is the harsh reality for the Netherlands Museum Association (Nederlandse Museumvereniging). Time to bring the museums to the attention of the public in a fresh and modern way.
Edenspiekermann changed the Museum Card from a simple discount card into a way of experiencing museums: a key to accessing the rich world of culture. The attractive design and the clear communication help to draw attention this new point of departure. It’s a success; the number of cardholders has increased massively.
Field research has made it clear that many people do not know what the museum card can do. So, Edenspiekermann not only created a new card but also developed a total concept to provide clarity regarding the card and point out its added value.
This concept is simple yet strong. The Museum Card became the key to the rich world of culture. Apart from a completely new design for the card, Edenspiekermann also developed a discount magazine and updated the website. These provide the cardholders with information and ideas. And, most important, the Museum Card allows unlimited access to over 400 museums in the Netherlands.
The new Museum Card has a completely new look, a new logo, a new subscription system and a new communication line. Details from two Jan Wolkers paintings form the basis of the new card design.
Whereas, in 2002, 110,000 cards were sold, the number of cardholders in 2008 is over 480,000. One in five Dutch museum visitors now has a Museum Card. As a result, the public at large is getting to know a rich world of art and culture in an accessible way.
