Creating a new after-dark museum experience for adults only.
Melbourne Museum is Australia’s largest public museum organisation. Featuring a number of permanent and touring exhibitions, it is a much loved part of Melbourne’s cultural fabric.
In a strategic move to expand its offering and attract new audiences, Melbourne Museum created a new monthly event for adults only. Featuring live music, drinks and food, the entire museum was open for visitors to explore, giving them the chance to see exhibits and artefacts in a new light. Yoke were brought in to help create the name, the event identity and marketing activity.
After a few workshopping sessions, the name Nocturnal was selected. The event’s identity and marketing campaign was inspired by late night hangouts and after dark activities and rolled out in an extensive promo campaign including environmental and event experience.