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When the High Museum of Art in Atlanta launched Dutch Art in a Global Age in spring 2024, they faced a marketing challenge: how to draw modern audiences to an exhibition rooted in 17th-century Dutch art. The museum’s solution was as imaginative as it was effective—an entertainment-driven marketing campaign that turned citywide festivals into an extension of the museum experience.
Through clever partnerships, interactive public art, and a deep understanding of Atlanta’s cultural pulse, the museum succeeded in making historic art relevant to new audiences. At the Museum Marketing Summit 2024, Madalina Anton, Senior Marketing Manager at High Museum of Art explained how they did it—and what other museums can learn from their approach.
Rooted in Community, Built for Impact
Founded nearly a century ago, the High Museum of Art has evolved from a small art collective into one of the Southeast’s leading cultural institutions. Its commitment to reflecting Atlanta’s diverse community drives its programming and visitor engagement efforts.
In fiscal 2024, 51% of the museum’s visitors were BIPOC, and 51% were Atlanta residents—testaments to the institution’s efforts to be inclusive and welcoming. The museum’s initiatives, such as the annual Driskell Prize recognizing African-American artists and scholars, underscore its commitment to representation and social impact.
This deep community connection became central to the museum’s marketing strategy for Dutch Art in a Global Age. The exhibition explored themes of global trade, colonial commerce, and artistic achievement—topics that resonate in a multicultural city like Atlanta.
Creative Campaigns That Captured Attention
As spring arrived, Atlanta’s festival season was in full swing—a potential obstacle for attracting indoor exhibition visitors. Rather than compete with outdoor events, the museum decided to participate in them. This shift transformed the exhibition’s marketing into a cultural celebration with widespread appeal.
Dogwood Festival Chalk Art Activation
At Atlanta’s iconic Dogwood Festival, the museum created a giant Dutch-inspired chalk art mural featuring the word “Dutch” surrounded by flowers. Festivalgoers were invited to colour in sections, creating a collaborative public artwork. The installation generated significant social media buzz, local news coverage, and even remained on display long after the event—providing extended free advertising.
King of Pops Partnership
The museum partnered with local brand King of Pops to create a custom Stroopwafel-flavoured popsicle inspired by the Dutch treat. Limited-time citywide drops built anticipation, while social media campaigns encouraged fans to share their experiences. This playful partnership fused historical storytelling with a popular local product, creating a unique and buzzworthy marketing activation.
Inman Park Festival Parade
To wrap up the campaign, the museum participated in the Inman Park Festival parade. Staff distributed tulips and hand fans inspired by Dutch porcelain, giving attendees memorable keepsakes linked to the exhibition’s themes. These personal touches helped turn festival moments into lasting memories associated with the museum.
Marketing Lessons for Museum Professionals
The High Museum’s success offers actionable insights for museums looking to elevate their marketing:
Meet Audiences Where They Are
Instead of expecting visitors to come to the museum, take the museum’s story into the community. Festival activations, public art installations, and pop-up experiences can spark curiosity and expand reach.
Tip: Identify high-traffic events in your city and propose ways to contribute meaningfully—whether through interactive art, live demonstrations, or cultural performances.
Partner with Local Icons
Collaborating with beloved local brands can create marketing magic. The King of Pops partnership added fun and local relevance, making the museum’s campaign unforgettable.
Tip: Start by listing businesses with complementary values or strong brand loyalty. Craft proposals that offer mutual benefits—such as co-branded campaigns or exclusive product collaborations.
Make History Relevant
The High Museum connected historical themes to present-day culture through playful marketing activations. This approach made potentially heavy subject matter more approachable and inviting.
Tip: Look for lighthearted cultural references that complement your exhibitions while respecting their deeper meanings.
Create Lasting Memories
Handing out tulips and fans at the Inman Park Festival created personal touchpoints that kept the museum top of mind.
Tip: Consider distributing symbolic keepsakes tied to your exhibitions—small, meaningful items that visitors can cherish long after the event.
Be Bold and Playful
Entertainment-driven marketing can make museums feel accessible and fun without compromising their cultural missions.
Tip: Brainstorm campaign ideas as if you were producing a film or festival, focusing on story-driven, visually compelling concepts.
Looking Ahead: Building on Success
The High Museum’s innovative marketing approach turned Dutch Art in a Global Age into a citywide cultural event, extending its reach far beyond the museum’s walls.
Looking ahead, Senior Marketing Manager Madelina Anton remains committed to finding fresh ways to engage Atlantans. With the museum’s centennial celebration approaching in 2026, there’s no doubt that more imaginative campaigns are on the horizon.
“Our role is to inspire and connect with our community in unexpected ways,” Anton says. “By staying curious and open to collaboration, we can keep evolving and creating experiences that matter.”
For museum professionals seeking to make an impact, the High Museum’s story is a compelling example of how creative marketing can turn an art exhibition into a cultural phenomenon. How might your museum adapt these ideas to connect more meaningfully with your community?
Take the challenge—and start creating your museum’s next unforgettable story.
