A dotcom company planning to offer access to the world’s museums
via the internet has handed its dollars 75 million account to TBWA for a
global launch this spring.
The US-based MuseumNetwork will provide links to more than 33,000
museums, so that cybertourists can book tickets, take virtual tours and
buy souvenirs online.
The site will feature some ads and sponsorship but most income will be
generated by charging a percentage for the e-commerce that the company
generates. As well as attracting shoppers, the site aims to involve
museum professionals in virtual trade fairs and job-posting schemes, and
will also provide educational packages for schools.
’This site is absolutely unique,’ Peter Jones, a managing partner at
TBWA, said. ’There’s nothing that compares to it offline or on.’
TBWA won after pitching against four agencies. The launch will be led
from London by TBWA GGT, the integrated office set up to handle the
A direct mail drive starts at the end of the month and print, poster and
TV ads will break to coincide with the site’s launch in May and run
until the end of June. Media planning will be handled by MGM in London
and TBWA/Chiat Day in New York.