Big Blue Ideas
Australian National Maritime Museum
Museums & Galleries
Big Blue Ideas was a live panel series designed to position the museum as a forum for contemporary ocean conversations. Featuring leading thinkers, scientists and creatives, the series blended thought leadership with cultural programming, attracting new audiences and selling out each event through targeted digital and PR activation.
Big Blue Ideas required a distinctive visual identity that stood apart from traditional museum programming. Working closely with external designers, we developed a bold, contemporary creative system that reflected urgency, optimism and intellectual depth.
The visual language was deliberately modern and adaptable across digital, social and environmental formats. It signalled that these were not passive lectures, but live, relevant conversations shaping the future of oceans and society. Establishing this tone was critical to attracting audiences beyond our traditional exhibition base.
The campaign leaned heavily into digital PR and network amplification. Each panel guest brought established audiences and credibility.
We developed a coordinated activation plan across speakers’ social channels, newsletters and partner networks to extend reach organically and drive ticket sales.
Paid social supported momentum in the lead-up to each event, with messaging evolving from thought-provoking positioning to scarcity and sell-out urgency.
Every session sold out, demonstrating a strong audience appetite for discussion-led programming.
Post-event content was treated as a growth asset rather than an afterthought. We used AI-assisted editing tools to rapidly produce high-quality highlight videos and social cuts, significantly reducing production time while increasing engagement compared to manually edited outputs.
These short-form edits extended the life of each conversation, drove ongoing reach and reinforced Big Blue Ideas as an ongoing series rather than a one-off event. The result was a programme that strengthened brand perception, expanded audience reach and positioned the museum as a credible space for contemporary debate.