Case Studies

Client: MGM Grand Detroit Casino

Charles H. Wright Museum of African American History Celebrates 40th Anniversary

Situation
 In 2004, the Charles H. Wright Museum of African American History (MAAH), the largest institution in the world dedicated to the African American experience, experienced financial difficulties and declining attendance and membership. The year also happened to be the museum’s 40th anniversary.  Berg Muirhead suggested that MGM Grand Detroit sponsor the museum’s 40th anniversary.

Strategy
Berg Muirhead designed an event that included free admission to the museum for all attendees and the installation of 40 deceased Detroiters in the museum’s Ring of Genealogy. MGM Grand Detroit chefs baked a huge museum replica cake for the event, samples of which were delivered to the media with press kits prior to the event.

Results
The museum more than doubled its attendance goal for the day of 1,500, setting a one-day attendance record with more than 4,000 visitors in spite of the fact the event occurred during an early spring snow storm.  A total of 20 print, television and radio outlets covered the event, with the Detroit News running a front page story in the features section.