Museum Members — Places of Wonder

Museum Victoria, Australia’s largest public museum organisation, worked with Clear to reboot their membership program. Through a series of facilitated workshops, Clear distilled key insights to define the attraction of the program, which we termed the ‘Museum Effect’. The ‘Museum Effect’ realised members have a deeply emotional—not a price-driven connection—to Museum Victoria’s venues. This insight led to Clear developing the campaign ‘Places of Wonder’, which informed the renaming of the program and the redevelopment of all communications including, the Welcome Pack, direct mail pieces, application flyers, membership cards, EDMs, onsite signage and venue point of sale.

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