Case Study
Dallas Museum Of Art
100 Hours Centennial Celebratation
To kick off the Dallas Museum of Art’s centennial year in 2003, the Museum was planning to stay open and free to the public for 100 consecutive hours – a feat that no other U.S. museum had ever attempted. This event was strategically aligned with the Museum’s new brand campaign, “Hundreds of experiences. Have one of your own,” and repositioned the Museum to a broader audience. Diverse and constant programming was planned, included “insomniac tours” of the Museum, a concert by Ambrosia, a birthday bash for Elvis and local community leaders serving as cake cutters to the public. The challenges: making sure people would attend all 100 hours of this marathon of art and keeping the media interested during the five-day event. The Museum turned to The Powell Group to overcome this hurdle and make the event a success.
Created a proactive, consistent stream of stories to keep the media interested in the event. Collaborated with local radio stations to create a strong on-air presence and local promotions on experiences available at the Dallas Museum of Art.
More than 45,000 attended the 100 Hours event – more than many blockbuster exhibitions including the popular Searching for Ancient Egypt. Secured national media coverage including National Public Radio. Garnered media coverage included early morning live hits with local television and radio including all local national televison affiliates, KRLD-AM and WBAP-AM. Secured a front page story in The Dallas Morning News. Received a story in the Fort Worth Star-Telegram praising the Dallas Museum of Art – a major achievement with this newspaper highly dedicated to Fort Worth’s art community and the rivalry between Dallas and Fort Worth. Received positive community feedback and had numerous repeat visitors. This event also attracted new members and a new monthly event, Late Nights was created and is in its fourth year.
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