High Museum of Art Shares Events with Atlantans on Soofa Signs
The High Museum of Art in Atlanta is the southeast’s most prominent art museum, hosting an impressive permanent collection, special exhibitions, and worldwide tours (including the Smithsonian’s Obama Portraits coming up in 2022!)
The High has long been a leader in diversifying the museum-going audience. From 2015-2017, the museum tripled its non-white audience from 15 to 45%. They’re known for highlighting artists of color and prioritizing marketing efforts that introduce the museum as a place that fosters repeat visits and family-friendly programming.
The museum wanted to continue to grow its connection with Atlantans.
The High knew that with Soofa’s wide sign network across Atlanta, they could raise awareness among Atlantans from Midtown, to Little Five Points, to Downtown and beyond.
The High started its Soofa campaign by promoting the Virgil Abloh exhibition to the heightened crowd of festival attendees in town for Atlanta Pride, Afropunk, and A3C. After the festival circuit, the High introduced new content like a Halloween social contest, featured blog posts from the website, and the many special events that take place there.
“Soofa is a valuable tool for us to increase awareness of our programming in the city. The signs allow us to reach people offline outside of our network, who are out and about on the streets of Atlanta, to remind them of this amazing resource that they have at their fingertips.”
- Alex Davis, Manager of Marketing, High Museum of Art
