Increasing take-up rate for temp show at the Met in Berlin

Increasing take-up rate for temp show at the Met in Berlin
Country: United States, Germany,
City: Berlin
Institution Type: Art
Exhibition Type: Temporary

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Client testimonial 
“We have succeeded in almost 700,000 people to be inspired by these French masterpieces and the art capital that is Berlin. Not least, we owe this magnificent result to our engaged and reliable partner.” Katharina von Cheblowski, head of Friends of the Nationalgalerie
Client profile
The Neue Nationalgalerie is a gallery in Berlin, dedicated to the art of the 20th century. In 2007 the Neue Nationalgalerie hosted the exhibition 'The Met in Berlin: Die schönsten Franzosen kommen aus New York' featuring a collection of 150 works from the Metropolitan Museum of Modern Art.
Challenge - create an optimal visitor flow and maximises take-up rate
In collaboration with the Metropolitan Museum of Art in New York, 150 French masterpieces were on display exclusively at the Neue Nationalgalerie in Berlin.
The blockbuster exhibition was planned to run for four months. Given that for the first time, the Metropolitan Museum of Art displayed one of its most valuable collections in Europe, our client expected an attendance of 5000 visitors a day.
In a similar blockbuster, our client had organized, visitors sometimes had to wait up to eight hours before entering the exhibition. Therefore, the biggest challenge was to reduce waiting times, while maximizing the opportunity to purchase audio guides.
Solution - multiple channels for purchasing and distribution 
In close collaboration with the client, we introduced multiple channels for purchasing and distribution of the audio guide:
  • Combined ticketing in a designated box office in front of the entrance
  • Four strategically placed distribution desks, daily staffed with seven thoroughly trained Antenna employees
  • Inclusion of the audio tour in the VIP-ticket, enabling visitors to jump the queue
  • A downloadable podcast for visitors wanting to use their own device
To promote the audio tour, we incorporated promotional messaging in several ways:
  • Prominent mentioning of the audio tour on the exhibition website
  • Previews of the content on the website
  • Promotional material aligned with the exhibition brand design
Results - the highest take-up rate ever achieved for a temporary exhibit
The exhibition attracted 680,000 visitors during its four-month run, without the long queues usually associated with blockbusters like this.
On average 43% of them took the audio tour, what makes it one of Antenna’s most successful operations.  
With 1 in 4 of the visitors purchasing a VIP-ticket, this solution was a huge success and reduced the queues at both the ticket box and the Antenna desks. 
By introducing combined ticketing Antenna was able to reduce waiting times with 20%, at an event that was to become one of the German cultural highlights of 2007.

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