AKA were tasked with creating a bold, high-impact, multi-channel campaign for the launch of the V&A’s Exhibition Road Quarter; the museum’s major new extension that includes a sprawling subterranean exhibition space and an impressive public entrance and courtyard area.

With large-format out of home advertising, full-page print adverts and significant interactive digital activity, we delivered strong cut-through, as well as maintaining longevity to support visitor numbers throughout the summer.

The opening weekend was the busiest in the V&A’s history, with their first major event of the opening weekend at capacity. The museum exceeded targets for both the Exhibition Road Quarter as well as general visitation, with the campaign exceeding benchmarks in both reach and value.