The Pérez Art Museum (PAMM) designed by Herzog & de Meuron, officially opened in December 2013. In order to craft a holistic* communications plan for the new museum, I collaborated with the creative agency’s director and the head of strategy at mindshare. The aim was to successfully position the Museum as the essential gateway through which the city’s diverse communities and visitors from other parts of the U.S., LATAM and Europe enter the global world of modern and contemporary art. * Digital, Print, OOH, On site, Membership program, Staff and PR PAID, OWNED, EARNED and metrics. The key tracking measures: 1. Get lots of visitors of which some were frequent 2. Retain and recruit members 3. Increase grants.