Case Study: Penn Museum boosts awareness and attendance with Brian Communications

Penn Museum boosts attendance 110% with Brian Communications

Brian Communications partnered with the Penn Museum, a 133-year-old institution with a world-class archaeological collection, to increase global awareness of its treasures and a major building transformation. The challenge was to generate excitement for the museum's historic reopening and new galleries, positioning it as a premier cultural destination in Philadelphia.

The solution from Brian Communications was a multi-phase campaign. It began by publicizing the complex move of a 12.5-ton ancient Egyptian sphinx, including a public activation and a PR effort that drove significant media coverage. Following this, Brian launched a 360-degree marketing campaign with new creative that showcased visitor experiences, supported by robust paid and earned media strategies. The results were substantial, including over 120 million total media impressions, 118 unique media placements, and a 110% increase in attendance following the reopening.

Penn Museum