Re-launching Australia’s first museum

When given the challenge to reignite the nations' passion for a 194 year old Australian institution, you’ve got to ask yourself ‘Why?’…

The Challenge


After 18 months of closure for a $50.5m refurbishment, the Australian Museum invited VCCP, and partner agency SomeOne, to pitch to help relaunch their brand as part of their big reopening.

With the goal to make the Australian Museum an unmissable Sydney attraction, VCCP and SomeOne won the pitch with a comms platform designed to elevate the museum into powerbrand status. Shifting from their historic approach of exhibition-focused comms, we developed a flexible integrated brand-led campaign platform that can carry across every subject the museum touches. From dinosaurs to climate change to First Nations culture.

Our Approach

The museum’s new strategic position ‘The home of facts and truth–telling’ is brought to life creatively through a plethora of ‘Why’ questions — a single word that evokes more wonder, joy and emotion the more you use it. We all have burning questions about the world, and the AM sets out to answer them.

“The campaign gives the museum plenty to talk about for the next few years. It’s a platform designed to grow over time, with new questions continually introduced. It gives us real flex, not only to talk about everything the AM offers but also tonally. We can ask funny, engaging questions that give a smile in the mind, or hard-hitting ‘Why’ questions that stop you in your tracks.” Rosie Brennan, VCCP Group Account Director

The home of facts and truth–telling
As a kid growing up in Sydney, the Australian Museum was always a treasure trove of dinosaurs, bugs and gem-stones. Now, knowing the amazing research they do, their approach to important issues like climate change and First Nations cultures, it’s been a true milestone project for the museum and something we’re incredibly proud of. Josh Manning, VCCP Planning Director

The Results

Museum visitor numbers have surpassed expectations by three-fold since reopening.

The ‘Why’ platform will continue on for the next 5+ years, building brand recognition and driving people to the museum to get all their burning questions answered.

Our new campaign is designed to reflect what many people experience at the AM; wonder, excitement and unexpected discoveries. SomeOne and VCCP not only understood our vision but truly elevated it, and we’re excited to share it with the local, regional and international visitors. Jacinta Spurett, Director of Marketing, Communications & Partnerships, Australian Museum
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