Valerie Taylor - An Underwater Life
Australian National Maritime Museum
Museums & Galleries
Valerie Taylor is an Australian marine legend with a long history of ocean exploration, sustainability, film direction, adventure and much more.
This exhibition celebrates the life of Valerie and her husband Ron exploring their story through the many objects, images and footage donated to the museum by Valerie.
The Valerie Taylor exhibition featured an array of incredible artefacts from her life including photographs from underwater worlds long since lost to climate change, innovative equipment developed by Valerie and her husband Ron that pushed forward the capabilities of deep sea diving as well as countless hours of incredible footage of sea creatures.
This archive proved to be a treasure trove of images perfect for use in our marketing campaign.Nicknamed ‘shark barbie’ we sought to use images that celebrated the unique personality of Valerie inspired our audiences to inquire further and visit the exhibition. Our hero images featured Valerie resting in a vivid green kelp forest, swimming alongside a shark, coming face to face with a seal all in the now iconic bright pink scuba suit.
The marketing campaign focused on our ‘Knowledge Seeker’ audience type skewed to an older demographic who were more likely to be aware of Valerie at her peak in the 1960s and 70s.
This audience comprises independent adults that visit the museum either alone, as a couple or with a group and are seeking an ‘intellectual’ experience.
As this exhibition is free to all visitors and does not require a ticket we focused on the upper and middle layers of the funnel with awareness through content and paid editorial as well as consideration in online event listings.
We partnered with industry specific media outlets such as ArtGuide, National Geographic and the BBC which have similar target audiences.
The Valerie Taylor exhibition featured an array of incredible artefacts from her life including photographs from underwater worlds long since lost to climate change, innovative equipment developed by Valerie and her husband Ron that pushed forward the capabilities of deep sea diving as well as countless hours of incredible footage of sea creatures.
This archive proved to be a treasure trove of images perfect for use in our marketing campaign.Nicknamed ‘shark barbie’ we sought to use images that celebrated the unique personality of Valerie inspired our audiences to inquire further and visit the exhibition. Our hero images featured Valerie resting in a vivid green kelp forest, swimming alongside a shark, coming face to face with a seal all in the now iconic bright pink scuba suit.