The Ottawa Museum Network (OMN) represents a diverse group of twelve community museums, each showcasing unique cultural and historical experiences. OMN supports its members through marketing, professional development, and resource sharing to enhance their visibility and impact.
With a mission to elevate these museums and a vision for a strong, sustainable network, the campaign focused on increasing awareness, engagement, and attendance while broadening its reach to new audiences. It also championed inclusion, diversity, equity, and accessibility, ensuring these principles guide decision-making and partnerships.
OMN competes for attention in a city dominated by large national museums. Its partner museums are often overlooked. With fewer marketing resources, public awareness remained low, making it essential to attract history and culture enthusiasts who rarely visited smaller museums. OMN sought to enhance visibility and outreach, connecting more people to the city’s diverse heritage and the stories these museums preserve. With a limited budget, a high-impact digital strategy was crucial to maximizing reach and engagement.
Inspired by these challenges, Accurate developed a new campaign theme, “More Museums to Love”, reinforcing the idea that Ottawa’s community museums, like their larger counterparts, offer great value and experiences. We developed a comprehensive awareness and engagement strategy to increase visibility and drive both online and in-person engagement with Ottawa’s community museums. The campaign was designed to reach key target audiences by highlighting the unique stories, cultural significance, and immersive experiences the museums offer.
Accurate launched a three-month digital initiative across Google Ads, Facebook, and Instagram. Using dynamic ad creatives that combined text and visuals, the campaign optimized performance and engagement. Website tracking measured traffic, outbound clicks, and user interactions.
In just three months, the campaign generated nearly half of the total site traffic recorded in the previous year, driving significant new visitors to the OMN website. It also contributed to a 7,000-person increase in in-person visitation compared to the previous year. A key success was the high number of outbound clicks, with thousands of users navigating from the OMN site to individual museum websites, signalling strong engagement and intent to visit. By increasing awareness and digital interaction, the campaign successfully sparked greater interest in Ottawa’s community museums.
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