Strategic overhaul,
delivers sold-out success

THE LUME Melbourne, the Southern Hemisphere’s first purpose-built space designed to animate art on a grand scale, faced the challenge of establishing itself as a new cultural destination while aiming to sell 650,000 tickets for the Van Gogh Alive exhibition. MMR was brought in to identify and capitalise on key strategic opportunities to drive ticket sales and elevate brand awareness.

Taking over the marketing strategy, MMR provided end-to-end support across several critical areas. We launched and managed integrated digital campaigns across Google Search, Display, and social media, while developing a cohesive creative campaign to strengthen THE LUME’s brand identity. Our team also designed and delivered a new website optimised for conversions, and implemented a robust email marketing and CRM strategy to nurture audiences. With over $500k in media buying, we ensured maximum reach and exposure, helping position THE LUME Melbourne as a must-visit cultural experience.