SEKIYA, Yasuhiro Chief Officer of the Business Development National Museum LIST OF CONTENTS

1. Introduction: 2. Audience Research 3. Museum Branding 2009 4. Conclusion: Road to 2020

1. INTRODUCTION TOKYO NATIONAL MUSEUM 1. INTRODUCTION: TOKYO NATIONAL MUSEUM

SUMMARY

Established in 1872 Royal to National in 1947 Independent Governmental Body in 2001 Housing , Asian Art, and Archeological Objects

Honkan (Main Building)

1. INTRODUCTION: TOKYO NATIONAL MUSEUM

COLLECTION

Writing box

Dogu (clay figurine) Buddha protected by the Naga Armor of domaru type Beauty looking back 1. INTRODUCTION: TOKYO NATIONAL MUSEUM

FIGURES

150-200M Visitors a Year 5-8 Special Exhibitions a Year 70% of 200Bn Yen Income from the Government

Long Line of the Special Exhibition “Treasures of the , Taipei” 1. INTRODUCTION: TOKYO NATIONAL MUSEUM

INCOME (2001-2013 F/Y) (M JPY) 3,000 100% 90% 2,500 80% 2,000 70% 60% 1,500 50% 40% 1,000 30% 500 20% 10% 0 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Government Subsidy 2,282 2,269 2,463 2,191 2,110 1,891 2,118 1,995 1,967 1,764 1,594 1,460 1,445 Own Income 337 407 473 635 605 635 769 904 967 539 719 728 630 Amount of Subsidy 87% 85% 84% 78% 78% 75% 73% 69% 67% 77% 69% 67% 70% *Donation and Facility Subsidy are not Included 2. AUDIENCE RESEARCH 2. AUDIENCE RESEARCH

SUMMARY

F/Y Visitors Survey Internet Survey Focus Group Visitors Survey “1M” Project Interview Project

2007 2008 2009 2010 Branding Plan 2011 2012 2013

“Road to 2020” Strategy 2. AUDIENCE RESEARCH ６．来館者 CASE STUDY: VISITORS’ SURVEY 2009

1 OCT 2008 to 31 MAR 2009(152 days) 522 Samples (0.3% of Total Visitors) Japanese, English, Chinese(Simplified, Traditional), Korean

2. AUDIENCE RESEARCH ６．来館者 VISITORS’ PROFILE

70-, 11% -19, 16% 60-69, Female, 13% 48% 20-29, Male, 17% 52% 50-59, 16% 30-39, 40-49, 12% 15%

Sex Ages 2. AUDIENCE RESEARCH ６．来館者 VISITORS’ PROFILE

over 6/a year, Tokyo Overseas 16% 25% 23% 3-5/a year, First-time Other 12% visit, 50% Regions Kanagaw 13% a 1-2/a Saitama 8% Other year, 1/2-3 Chiba 14% 12% Kanto 10% years, Regions 10% 7% Regions Frequency 2. AUDIENCE RESEARCH ６．来館者 VISITORS’ SATISFACTION

70% 4.6 4.4 4.5 60% 4.4 4.3 50% 4.2 4.2 4.2 40% 3.9 3.9 4.0 30% 3.8 20% 10% 3.6 0% 3.4 Artworks Displays Discriptions Signs Hospitality Cleanliness Overall Very satisfactory Quite satisfactory ok A little unsatisfactory Very unsatisfactory Score 2. AUDIENCE RESEARCH ６．来館者 VISITORS’ DESIRE TO RETURN

70% 67% 62% 60%

50%

40%

30% 27%

20% 12% 11% 10% 7% 8% 4% 3% 0% 0% come back soon may come back no idea may not come back not come back repeated visitors First-time visitors 2. AUDIENCE RESEARCH ６．来館者 VISITORS’ FREQUENCY

70% 60% 58% 50% 40% 29% 29% 30% 18% 18% 20% 15% 11% 9% 10% 7% 5% 0% First-time 1/2-3 years 1-2/a year 3-5/a year over 6/a year Regular Exhibition Visitors Special Exhibition Visitors 2. AUDIENCE RESEARCH ６．来館者 VISITORS’ AGES

25% 23% 22% 20% 21% 20% 17% 14% 15% 13% 12%11% 12% 12% 10% 10% 9% 6% 5%

0% -19 20-29 30-39 40-49 50-59 60-69 70- (Age) Regular Exhibition Visitors Special Exhibition Visitors 2. AUDIENCE RESEARCH

VISITORS SURVEY ANALYSIS Special Exhibitions: old, Frequent Regular Exhibitions: young, First-time Low Satisfaction: signs, captions Low Desire to Return in the first-time visitors

First-time Young Visitors Oriented Regular Exhibitions Required! 2. AUDIENCE RESEARCH

INTERNET SURVEY (2009)

752 Samples 21 JAN 2009 -27 JAN 2009 AGES:20s-40s RESIDENCE: TOKYO METLOPOLITAN REGION People interested in Arts and Culture

2. AUDIENCE RESEARCH

MUSEUM EXPERIENCES

48% Tokyo National Museum() 86% 43% National Museum(Ueno) 66% 42% The National Museum of Western Art(Ueno) 56% 34% Edo Tokyo Museum(Ryogoku) 41% 33% Museum of Modrn Art of Tokyo(Takebashi) 30% 29% Mori Art Museum() 22% 34% National Art Center(Roppongi) 20% 51% British Museum() 18% 33% Louvre Museum(Paris) 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Want to go Visited 2. AUDIENCE RESEARCH

TNM PERCEPTION

45% 40% 40% 35% 30% 30% 25% 20% 18% 14% 15% 13% 10% 10% 8% 7% 7% 5% 5% 5% 4% 4% 2% 1% 0% 0%

(Multi-Answers/n=752) 2. AUDIENCE RESEARCH

FOCUS GROUP INTERVIEWS (2009)

21 FEB 2009 2 Groups 14 Samples(7 males and 7 females) People who have never come to TNM but were interested First Visit to TNM:5 FEB 2009-18 FEB 2009

2. AUDIENCE RESEARCH

FOCUS GROUP INTERVIEWS (2009)

◆People interested in Arts and Culture (but museums were not their preference) 30s Single 30s Married with a child (6 m/o) 20s Single Male 30s Married with two childs (7, 4 y/o) 30s Married 40s Married with a child (17 y/o) 40s Married with two childs (21, 17 y/o) 20s Single 30s Single 30s Married with two childs (6, 5 y/o) Female 30s Married with two childs (13, 11 y/o) 40s Married with a child (11 y/o) 40s Married with a child (16 y/o) 30s Married 2. AUDIENCE RESEARCH

SUMMARY (MUSEUMS AND LEISURE)

Museums=not a Leisurely Activity Not familiar, Little Recognition Low Priority, Not now, “Didactic”

After the Museum Experience (Unexpectedly) Enjoyable Not Realized what the Museum showed

2. AUDIENCE RESEARCH

NON-VISITORS’ FOUR “IGNORANCE”

Existence Contents Values Atmosphere

Letting them know “what the museum is”, is Required! 3. MUSEUM BRANDING 2009 3. MUSEUM BRANDING 2009

APPROACHES

Main Targets: YOUNG PEOPLE and FAMILY ① Making Regular Exhibitions “Special” ② Increasing Exposure ③ Softening its Images to Broaden Audiences ④ Enhancing Museum Experience

3. MUSEUM BRANDING 2009 MAKING REGULAR EXHIBITIONS “SPECIAL”

New Year Celebration Exhibition Hanami Exhibition

3. MUSEUM BRANDING 2009

INCREASING EXPOSURE

Changing PR Strategy 140 year Anniversary and Logo

3. MUSEUM BRANDING 2009

INCREASING EXPOSURE

Space Rent -Magazines and CD Jackets

FIGARO Japon The Gospellers (Japanese Artist) Perfume(Japanese Artist) 3. MUSEUM BRANDING 2009

INCREASING EXPOSURE

Space Rent -Films and TVs

GANTZ (Japanese Film) TV Program “The Phantom Thief ROYAL” 3. MUSEUM BRANDING 2009

SOFTEN ITS IMAGES TO BROADEN AUDIENCES

Mascots -TOHAKU-Kun -YURINOKI-Chan

3. MUSEUM BRANDING 2009

SOFTEN ITS IMAGES TO BROADEN AUDIENCES

Museum Events

J-wave Spring Event @ TNM 3. MUSEUM BRANDING 2009

ENHANCING MUSEUM EXPERIENCE

“TOHAKU Navi”(Museum Navigation App)

3. MUSEUM BRANDING 2009 ７．150周年に向けて ENHANCING MUSEUM EXPERIENCE

Museum Shop Renewal Original Museum Goods

3. MUSEUM BRANDING 2009

ENHANCING MUSEUM EXPERIENCE

Museum Café (UESHIMA Coffee Shop)

3. MUSEUM BRANDING 2009

ENHANCING MUSEUM EXPERIENCE

Nursery

4. CONCLUSION: ROAD TO 2020 4. CONCLUSION: ROAD TO 2020 ６．来館者 RATIO OF THE FIRST TIME VISITORS

100% 96% 93% 86% 89% 88% 88% 94% 77% 80% 80% 86% 84% 84% 79% 65% 80% 60% 50% 42% 41% 37% 37% 40% 32% 19% 20% 13%

0% 2006 2007 2008 2009 2010 2011 2012 2013 First time Visitors Satisfaction Desire to Return *2006, 2007: Only in Japanese *2011, 2012: Touch Screen Questionnaire 4. CONCLUSION: ROAD TO 2020

NUMBER OF VISITORS (2001-2013 F/Y)

(people) 2,500,000

2,000,000

1,500,000

1,000,000

500,000

0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Regular Exhibition 244,240 256,101 328,617 309,617 340,989 361,773 334,297 412,675 330,536 373,068 324,597 416,430 484,174 Special Exhibitions 719,793 790,081 867,791 1,217,730 1,102,730 1,055,422 1,433,901 1,759,267 2,085,745 709,201 1,431,993 1,139,264 837,859 4. CONCLUSION: ROAD TO 2020

ROAD TO 2020

1Million Regular Exhibition Visitors PROJECT(2012-13) -1 Million Visitors to the Regular Exhibition in 2020 -Continuation of the 2009 Branding Plan

ROAD TO 2020 STRATEGY Focus on the First-time Visitors!

REFERENCES

REFERENCES

Black, G. Transforming Museums in the Twenty-first Century, London ; New York: Routledge, 2011. Falk, J., “Reconceptualizing the Museum Visitor Experience Who visits, why and to what affect?,” in ICOFOM conference, 2011. Falk, J., & Dierking, L. The Museum Experience. Washington DC: Whalesback Books, 1992. Hein, G., Learning in the Museum, London ; New York: Routledge, 1998. Hood, M. “Staying Away Why People Choose Not to Visit Museums,” Museum News, Vol. 61, No. 4, 1983, pp.50–57. Hooper-Greenhill, E. Museums and Their Visitors, London ; New York: Routledge. 1994. Kelly, L., “Developing a Model of Museum Visiting.,” in Museums Australia Conference, Canberra, April, 2001. Kelly, L., & Bartlett, A., “Young People and Museums ,” Australian Museum, 2009. Available at: http://australianmuseum.net.au/Young-People-and-Museums/（Approved in14.Aug.2014）. Mason, D., & McCarthy, C. ““The feeling of exclusion”: Young peoples’ perceptions of art galleries,” Museum Management and Curatorship, Vol. 21, No.1, 2006, pp.20–31. McManus, P. Visitors: Their Expectations and Social Behaviour, 1996. In Developing Museum Exhibitions for Lifelong Learning, G. Durbin, ed., 59–62. London: The Stationery Office. Scott, C., “Exploring the evidence base for museum value” Museum Management and Curatorship, Vol.24, No.3, pp.195–212, 2009.

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