In the fall of 2013, the Manitoba Museum acquired a travelling Egyptian exhibit from the Westminster College Cultural Artifacts Collection. The 5,000 sq. ft. temporary show featured over 60 ancient antiquities, forensic facial reconstructions and a 2,300-year-old mummy named Pesed. The Museum needed to develop a comprehensive advertising campaign to promote the fact that, for the first time in 45 years, a real mummy was on display in Winnipeg.
Branded as, “Wrapped: The Mummy of Pesed,” the integrated campaign featured a mix of outdoor ads, print and online executions, direct mail, posters and digital display ads. Messaging promoted both the historical significance of the Egyptian antiquities and society combined with the educational nature of the mummification process and meaning behind hieroglyphs.