More Than 10,000,000 People Have Visited the Guggenheim Museum Bilbao Special Report & Insights from Our Visit in May

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More than 10,000,000 People Have Visited the Guggenheim Museum Bilbao Special Report & Insights from Our Visit in May An article from Encore’s June 2011 SHOW MARKETING INSIGHTS For trade and consumer shows, exhibitions and conferences Designed by architect Frank Gehry, the Guggenheim Museum Bilbao building is widely recognized as one of the most important pieces of work of its time, and has become an international architectural icon. The structure is certainly amazing, and combined with the sculptures outside, the 43' tall topiary "Puppy" by Jeff Koons, and the 30' tall spider "Maman" by Louise Joséphine Bourgeois, we left the museum with an incredible impression. However, the takeaways we want to share with you are not about architecture and art but about marketing. Considering the Guggenheim Museum Bilbao has attracted 10,000,000 visitors since it opened in 1997, including almost one million visitors in 2010, a 6% increase over 2009, they are certainly doing something right. We were curious what was driving this traffic. In that the majority of people visiting Bilbao seemed to be there to see the museum, it was certainly not hard to strike up a conversation about the museum. We asked several people at our hotel, restaurants and the museum, why they decided to the visit the Guggenheim Museum Bilbao. We were afforded many valuable insights and share a few of them with you. Many people mentioned the Guggenheim name. Leveraging the Guggenheim brand equity was a smart strategy and was paying off. The Guggenheim name clearly played an important role, especially in the upper part of the "decision to visit" funnel. However, the predominance of answers we received were in the product component of the marketing mix, and the "unique building/architecture" was by far the key driver. When you consider the range of possible answers to our question, this answer says a lot. The museum has created a unique value proposition with its strategy to build such an unconventional structure that is pulling people through the "decision to visit" funnel. ONE STRONG DIFFERENTIATED VALUE DRIVER CAN GO A LONG WAY! As you develop strategies to attract more visitors and buyers, ask yourself the following questions... (1) What are the real benefits (not features) you offer to your target audience? (2) Are the benefits strong enough to get your target to take action? (3) Is your value proposition to your target truly different than the competition? Show Marketing Insights is published monthly by Encore. Subscribe FREE today. Encore is an audience strategy, marketing and media buying agency, which specializes in local, national and global trade and consumer shows, exhibitions, conferences and other types of events. More info is available at www.EncoreMediaPartners.com. © Copyright 2012. Encore Media Partners. All rights reserved. All names, trademarks, logos and images are the property of their respective owners. .

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Press Release Frank Gehry First Major European
1st August 2014 PRESS RELEASE communications and partnerships department 75191 Paris cedex 04 FRANK GEHRY director Benoît Parayre telephone FIRST MAJOR EUROPEAN 00 33 (0)1 44 78 12 87 e-mail [email protected] RETROSPECTIVE press officer 8 OCTOBER 2014 - 26 JANUARY 2015 Anne-Marie Pereira telephone GALERIE SUD, LEVEL 1 00 33 (0)1 44 78 40 69 e-mail [email protected] www.centrepompidou.fr For the first time in Europe, the Centre Pompidou is to present a comprehensive retrospective of the work of Frank Gehry, one of the great figures of contemporary architecture. Known all over the world for his buildings, many of which have attained iconic status, Frank Gehry has revolutionised architecture’s aesthetics, its social and cultural role, and its relationship to the city. It was in Los Angeles, in the early 1960s, that Gehry opened his own office as an architect. There he engaged with the California art scene, becoming friends with artists such as Ed Ruscha, Richard Serra, Claes Oldenburg, Larry Bell, and Ron Davis. His encounter with the works of Robert Rauschenberg and Jasper Johns would open the way to a transformation of his practice as an architect, for which his own, now world-famous, house at Santa Monica would serve as a manifesto. Frank Gehry’s work has since then been based on the interrogation of architecture’s means of expression, a process that has brought with it new methods of design and a new approach to materials, with for example the use of such “poor” materials as cardboard, sheet steel and industrial wire mesh.
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