Louvre: Abu Dhabi 103hl

Louvre Abu Dhabi - A digital marketing plan By: Group 2 Aman Chhabra Deepa Keen Dhrishti Rajani

Agenda: • • • • • •

Brief introduction SWOT Current market trends Objective Audience Digital marketing plan & steps to follow

Introduction: • The museum is the product of a agreement (2007) between the UAE and French government. • Designed by the famous architect Jean Nouvel, its museum city under 180 meter dome, that filters sunlight and shade onto the buildings and waterfront promenades below in a cinematic ‘rain of light’ effect. • So far the museum has acquired more than 620 pieces of art. • The museum brings the Louvre name to Abu Dhabi and presents both ancient and contemporary works of historic, cultural, and sociological interest from around the world.

Vision: • To be a representation of similarities that grow out of shared human experiences, beyond geographical, historical or cultural boundary

“A truly universal museum.”

-Arts collection -Universal theme

-Tourist attraction

Market Trends:

-High maintenance cost -Dependency on external funding

-Engagement with customers

-Display more parallels with modern and contemporary art

Threats

-Architectural marvel

-Expensive tickets

Opportunities

-Representation of the brand Louvre

Weakness

Strengths

SWOT: -Change of tastes towards more modern and contemporary works -Competition from others

• Abu Dhabi is on the stage of becoming a very developed, luxurious and international standard attraction • Audience is changing towards a more technology advanced living

Objectives • attracting more visitors • promote the museum as an architectural and cultural heritage • digital engagement with customers – “Bringing History Back To Life”

Audience Artists

Art Enthusiasts

Academia

Tourists

Photographers

Socio Cultural Promoters

Architects Designers

Digital marketing plan:

media engagement

virtual & augmented reality

organizing events

successful engagement

Media plan No.

Promotion tactic

Place/medium

Period

Budget/price

1

VR Booths/Stalls

Shopping malls/ Airport

Initial Campaign

20000 dhs

2

Traditional Media (Pamphlets, television)

Hotels/Airports /Metro Stations/Malls/ television channels

Monthly

5000 dhs

3

Mobile Application

Museum

During visits

2000 dhs

4

Holographic Avatars and 5D simulation theatre

Museum

During visits

200000 dhs

5

Organising Museum events and also fire/laser shows

As and when a festival etc. happens

As per the scale of the event

6

Digital Engagement

Daily

100 dhs/day

Website/Twitte r/instagram/FB /pinterest/ Youtube/ Netflix/travel portals

GANTT CHART VR booths and stalls campaign Traditional Media, Digital Engagement Mobile Application, Holographic Avatars, 5D simulation theatre Laser, light and fire shows

Cultural Events - Celebrating Ramadan, Diwali, Christmas

• Feb-Mar 2018 • Feb(ongoing) 2018

• March (ongoing) 2018

• April 2018

• May to Dec 2018

Use of Augmented reality & Virtual reality:

In- Museum • Using AI to design animated holographic avatars • 5-D movie theatre experience in the museum Out-Museum • Put up experience stalls/booths in malls and other tourist destinations using VR Development of Applications • Apps will be a personalized guide for the customer.

Bringing History Back To Life

Media engagement: • Movies and videos on channels like BBC Travel, Discovery Travel, History Channel, Travel and Living • Pamphlets and posters in hotels, airport and metro stations • Documentaries and videos on YouTube, Netflix, Amazon Prime • Integration with travel portals for packages and deals like TripAdvisor, Make My Trip, Expedia, Visit Abu Dhabi, Traveler • Promote on social media platforms like Facebook, Twitter, Snapchat, Instagram, Pinterest using hashtags - #HistoryBackToLife ,#MuseumSelfieDay, #toUae • Blogs and conducting art competitions for various art programs

• Promote student ambassador programs

Organizing events: • Light, laser and fire shows

• Conduct international cultural events

Louvre Abu Dhabi - A digital marketing plan By: Group 2 Aman Chhabra Deepa Keen Dhrishti Rajani