LACMA has launched Very LACMA, a new public-facing promotional campaign timed to the opening of the new David Geffen Galleries.
The citywide Los Angeles billboard campaign hopes to attract new museum visitors and reintroduce the art institution to communities throughout Los Angeles County.
The billboards feature images of the museum and its artifacts with statements such as “Los Angeles County Museum of Art Is Open. Very LACMA” and “Where Light Is a Very Wild Animal. Very LACMA.”
Founded in 1961, LACMA is the largest art museum in the western United States. The $724 million, Peter Zumthor–designed David Geffen Galleries opened to the public on May 4. It was recently the site of a star-studded Dior fashion show.
Very LACMA marks the first collaboration between the museum and marketing creative agency Crown + Conquer and coincides with the firm’s 10-year anniversary. “Ten years in, we’re not looking back, we’re building what’s next,” said the agency’s founder and CEO, April McDaniel. “Crown + Conquer was created to rethink where culture, creativity, and strategy intersect. Partnering with LACMA at this moment — when it is redefining how audiences experience art — is a natural extension of that vision. Very LACMA is about honoring the institution while boldly reintroducing it to the city it belongs to.”
