When the High Museum of Art landed a significant exhibition of rare works by Impressionist masters, it wanted to build a Web experience as striking as the exhibition itself.
Working with the High Museum’s IT professionals, POV delivered ParisInAtlanta.org – a Web destination to engage visitors and build excitement about the exhibition. Features include:
- Detailed information about the works and the artists who created them
- Art calendars that could be downloaded as desktop wallpaper
- E-mail postcards to support viral marketing efforts
- An interactive game that gave visitors the chance to win discount vouchers for the exhibition
POV even made arrangements with one of its client partners, Cbeyond Communications, to host the site at no cost to the High.
Traffic to ParisInAtlanta.org nearly doubled every two weeks after its launch. Marketing tools on the site generated more than 600 new prospects for the High Museum. The site has also facilitated ticket sales to the exhibition.
Melissa Thurmond, the High’s manager of new media, said the Web site received excellent feedback. “People enjoy the interactive features. They’re using the postcards,” she said. “The museum administration is pleased with how it turned out.”
POV’s work will continue to benefit the High long after the Paris in Atlanta exhibition closes. By thinking ahead and building the site using technology from Apple Computer, POV gave the High the ability to easily change out the content and create a new site for the next exhibition. The move will significantly cut the High’s costs for future exhibition Web sites.
