Expansion of the Museum of Illusions

The Project

Project started: August 2022
Project ended: September 2023

Opening a new museum is a huge challenge in itself. Now imagine having to open a museum on the other side of the world, in a foreign country, with a new language, and a different culture. This was the ambitious venture of the Museum of Illusions, a Croatian-based institution whose dreams reach far beyond the country’s borders.

The Museum of Illusions’s project to establish a new branch in Charlotte, North Carolina, was an important step in the museum’s global expansion. Given the challenges of entering a new market, the goal of the project wasn’t just to open a museum, but also to successfully integrate it into the local community. This involved understanding the local culture and engaging with the Charlotte community, as well as creating excitement around the museum to ensure a successful launch and continuing interest.

The Solution

Recognizing the importance of local expertise and dedicated support, the Museum of Illusions turned to Spona — our platform that connects businesses with digital service providers (sellers) around the world. With the help of Spona, they were able to connect with Rein Communications, a well-known Charlotte-based PR agency.

Rein Communications developed a comprehensive strategy that included audience demographic analysis, event planning, and media relations to ensure a successful launch and ongoing presence in the Charlotte community.

Scope of Work: The Seller’s Side of the Story

Rein Communications tagged some impressive achievements in its work with the Museum of Illusions. Their strategic focus on audience demographics and thorough event planning played a big part in overcoming the challenges of entering a new market.

They organized three highly successful launch events, each tailored to a specific audience. The first event was a media-focused gathering that attracted local and regional media from Charlotte, boosting the museum’s visibility. The second event catered to influencers, and the third welcomed families and children, demonstrating the museum’s wide appeal.

From the success of all three launch events, their planning, and coordination secured the museum’s entry into the Charlotte community. As they continued working with the museum, they aimed to deepen its roots in the community and develop its broader credibility.

Scope of Work: Rein Communications

Research and Strategy Development

Thorough research on the Museum of Illusions, analyzed offerings, value propositions, competitors, executives, and target demographics.

Initiation of Phase 1: Introductory meetings, two site visits, schedule development, logistics planning, and deliverables development.

Event Design and Development

Transition to Phase 2: Focus on the development phase.

Draft event elements, including invitation design, media kits, event flow, press releases, and vendor contracts.

Execution and Media Relations

Implemented Phase 3 (4 weeks before launch): Managed pre-event media outreach, influencer invitations, media alerts, and day-of-event tasks.

Ongoing Support

Initiated ongoing tasks such as internal team meetings, client meetings, weekly updates, tracking media placements, RSVP management, and event recaps.

Post-Launch and Retainer

Post-launch, Rein Communications committed itself to ongoing support on a retainer basis. The contract was extended, allowing flexibility for future representation discussions.

By closely monitoring each stage of the project and ensuring that all actions aligned with the overall goals, Spona and Rein Communications were able to successfully lead the Museum of Illusions’s establishment in the Charlotte area.

About the Museum of Illusions

The Museum of Illusions, which opened in Zagreb in 2015, was founded by two Croatians who have since taken the concept all over the globe. They have achieved worldwide recognition with their presence in over 40 locations, in 25 countries and on 4 continents.

They are one of the largest and fastest-growing chains of privately held museums in the world. The Museum of Illusion’s global success has been driven by strong growth and the support of many dedicated partners who believe in what they are doing.

About Rein Communications

Rein Communications is a public relations agency that specializes in helping businesses and organizations enhance their visibility and reputation. Their primary focus is on strategic communication and elevating their clients’ profiles.

Imagine you have a great product, service, or cause, but you’re struggling to get noticed in a crowded market. This is where Rein Communications steps in. From innovative startups and industry leaders to non-profits and individual thought leaders, Rein Communications works with a variety of clients and helps them stand out and connect with their target audience.

Their services include media outreach, content creation, event planning, and social media management. They focus on ensuring that your brand’s message is not only heard but also understood and appreciated, leading to increased recognition and business growth.

Spona’s Role

Spona helps business leaders find, hire, and manage digital service providers to accomplish their clients’ project goals. When the Museum of Illusions approached us and placed their trust in us, we were keen to match them with the ideal seller. To achieve this, we carefully followed a series of steps to ensure their goals were met and their expectations exceeded:

• Making connections: Spona made key connections in Charlotte — a critical step for an organization’s expansion.
• Creating a project proposal: Our project manager created a brief that reflected the Museum of Illusions’s requirements and goals, ensuring clear communication with agencies.
• Direct meetings with agencies: We facilitated one-on-one meetings with selected agencies to ensure a clear project definition.
• Thorough proposal analysis: We carefully reviewed and analyzed bids to ensure alignment with our client’s needs and objectives.

Throughout the process, Spona remained a reliable partner, even after the connection of the Museum of Illusions with Rein Solutions. We ensured that every step was carried out professionally.

• Invoice management: We provided seamless invoice management support, ensuring accurate documentation and transparent financial transactions.
• Project scope control: We managed and controlled any changes or additions to the project scope to prevent scope creep and maintain project focus.
• Legal advice: Our advice on legal matters related to the project or business activities ensured compliance and mitigated risks.
• Negotiation management: We actively managed and negotiated the pricing considerations of both sides to set up a mutually beneficial deal.

Expansion and New Partnerships

Given that the client was thrilled with the results Rein Communications and Spona achieved, they’ve started working on new projects to open new branches in other parts of the United States.

With the continued partnership of Spona, the Museum of Illusions has teamed up with another outstanding agency, Unusual LA, to help them with the opening of branches in Atlanta, Denver, Minneapolis, and Las Vegas.

Unusual LA is currently handling the social media presence for the locations in Charlotte, New York, and six other locations, including one global account. This includes a comprehensive brand audit, market research, and developing an organic social strategy tailored to each channel. They are managing social media accounts that include Instagram, TikTok, and Facebook. They plan on handling six more in the following year, expanding the Museum of Illusions’ online engagement.

This expansion not only shows the growing popularity of the Museum of Illusions but also confirms the effectiveness of Spona’s platform in connecting companies with the right sellers for their needs.

Testimonial

“Spona exceeded our expectations, demonstrating exceptional responsiveness and agility. Not only did they work swiftly, but their profound understanding of our core brand values was truly impressive. Their insights into our needs as a company in Charlotte saved us valuable time, providing us with a deeper knowledge of the local market. Moreover, Spona offered invaluable guidance on cost expectations specific to that market, knowledge that we previously lacked. Their expertise has proven instrumental in streamlining our operations and making informed decisions in an unfamiliar business landscape.”

Head of Marketing, Museum of Illusions — Kate Prolić

If you’re looking to expand your business and need expert assistance, Spona is here to help. Visit spona.io to learn how we can support your growth.