Turning visitor surveys into a marketing campaign

HMSG ad 

Just saw this interesting article about the Hirshhorn in the New York Times.  In recent studies, they found out that over half of their visitors stumble in to the Museum accidentally, looking for planes that are actually housed next door at the National Air and Space Museum.  Add to that the imposing nature of a circular building with no windows, and you’ve got a case study for a very challenging marketing plan.

The Hirshhorn turned to artists even before marketing and PR folks, and embraced their “roundness” in an ad campaign titled “Art Surrounds You.” 

Interesting food for thought as we all grapple with defining and engaging our various audiences.  What interesting or unusual tactics do you employ?