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