Lucht Spéise

Every year IMMA aims to expand the reach and relevance of its communications to attract new visitors and deepen engagement with its existing audiences. In 2023 IMMA celebrated its busiest year yet, with over 625,000 visitors on site, representing a 10% increase from 2022. Highlights for the year included:

Irish Gothic

The year began with a major retrospective on the work of Irish artist, Patricia Hurl. ‘Irish Gothic’ captured significant attention from both audiences and media. Over its three-month run, it achieved the broadest PR reach in 2023, spanning international, national, and local titles, totalling over 3 million. Standout coverage included recognition from arts titles (ArtForum, Apollo, Emergent Magazine), national media (RTE TV, Irish Times, Lyric FM) and local media including Tipperary Live and Near FM.

Influence and Identity

Twentieth Century Portrait Photography from the Bank of America Collection: IMMA kicked ff the summer season with a major exhibition of Twentieth Century Portrait Photography from the Bank of America Collection. IMMA was pleased to welcome the Virgin Media Ireland AM breakfast show, which broadcast live to their 1.7m viewers from the exhibition.

IMMA Outdoors

A dynamic programme of free experiences was presented throughout the summer, turning the museum inside out and activating its 48-acre site with over 150 events. To promote this vibrant programme to local communities in Dublin 8 and Dublin 7, over 30,000 brochures were distributed to households, tourist offices, the Dublin City Library network and city hotels. The IMMA Outdoors campaign also included features in LovinDublin and Totally Dublin as well as high profile PR coverage in the Irish Independent, Irish Times and Irish Country Magazine. This sustained four-month campaign resulted in a 16% increase in audience numbers compared to 2022.

EARTH RISING

In September, IMMA presented the second annual EARTH RISING – a four-day event aimed at addressing the climate crisis and inspiring collective action towards a sustainable future. Over the weekend, IMMA welcomed over 16,500 visitors to the festival, marking an astounding 84% increase from 2022 attendance, with 20% of these visitors being first time visitors to IMMA. Highlights of the marketing campaign included a new festival App and a promotional video, widely promoted on digital channels to the festival’s target audience. A city-wide outdoor advertising campaign in Dublin, a media partnership with District Magazine, and focused outreach to the local Dublin 8 community contributed to a combined earned and paid reach of 11.5 million.

Self-Determination: A Global Perspective:

IMMA closed the year with the opening of ‘Self-Determination: A Global Perspective’– one of the largest exhibitions in the museum’s history. The exhibition, the culmination of a three-year research and commissioning project, presented over 110 artists. The scale of the exhibition was matched by the scale of the PR coverage and attention it garnered both in Ireland and internationally, with a total PR reach in excess of 20 million.