We positioned Germany’s largest city museum as the destination to get ‘inside knowledge’ about Hamburg, appealing to the pride of local citizens and the interest of tourists alike. People don't want to learn but they love to know.

A museum as big as the city

In the light of increased competition, with shrinking numbers of visitors, Germany’s largest city museum – ‘The museum for Hamburg’s history’ felt the need to raise awareness across all age groups.

Instead of waiting for people to come, we decided to take the museum into the city. A small sign on a park bench, on a street lamp, on the pavement, above the entrance of Hamburg’s oldest bakery – our communication strategy provided people with ‘bite sized’ pieces of knowledge, drawing their attention to the one place which stores all relevant information about their beloved city. “If you want to learn more visit the Hamburg Museum”.

Brand development, corporate design, communication campaign