TBWA scoops dollars 75m debut campaign for museum guide site

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.

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

NatWest account.



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.



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