the power of narrative · 2015-07-22 · the power of narrative: creating enthralling museum...
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THE POWER OF NARRATIVE:CREATING ENTHRALLING
MUSEUM EXPERIENCESDr J Patrick Greene OBE
CEO, Museum Victoria
1854
Melbourne Museum
Immigration Museum
Scienceworks
The Royal Exhibition Building
First Peoples
Yulendj
Yulendj
“WOMINJEKA” – Welcome
“WOMINJEKA” – Welcome
Bunjil’s Nest
Bunjil’s Nest
Bunjil’s Nest
WWI: Love & Sorrow
WWI: Love & Sorrow
WWI: Love & Sorrow
WWI: Love & Sorrow
WWI: Love & Sorrow
WWI: Love & Sorrow
41%
58%
26%
In WW1 In WW2 In otherwar
84% have PERSONAL connection
- family member in a war
76% aware 2014 is
centenary of start WW1 before visiting
67% NOT aware of WW1 before visit• 50% came across WW1 on visit
• 17% heard about WW1 on arrival
11% visited specifically for WW1
8% visited for WW1 and museum
97% agree made them think @
impact of WW1 on AUS society
91% enjoyed what they learned
67% agree learnings useful
+32 Net Advocacy
Score
DASHBOARD 003 (WW1: LOVE & SORROW)
“Moving” (75%)
“Distressing (but we need to hear these stories)”
(56%)
“Thought provoking”
(75%)
<2410% 25-24
19%
35-4427%
45-5422%
55-6412%
65+10%
57% visitors = adult singles/groups
43% visitors = families
49% visitors = age 35-54 years:
WWI: Love & Sorrow
WWI: Love & Sorrow
Museum Victoria
The MV Experience
MV Apps
Museum Victoria
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