SEKIYA, Yasuhiro

Chief Officer of the Business

Development

Tokyo National Museum

LIST OF CONTENTS

1. Introduction: Tokyo National Museum

2. Audience Research

3. Museum Branding 2009

4. Conclusion: Road to 2020

1. INTRODUCTION TOKYO NATIONAL MUSEUM

SUMMARY

Established in 1872

Royal to National in 1947

Independent Governmental Body in

2001

Housing Japanese Art, Asian Art, and

Archeological Objects

1. INTRODUCTION: TOKYO NATIONAL MUSEUM

Honkan (Main Building)

COLLECTION

Beauty looking back Armor of domaru type

Dogu (clay

figurine)

Buddha protected by

the Naga

Writing box

1. INTRODUCTION: TOKYO NATIONAL MUSEUM

FIGURES

150-200M Visitors a Year

5-8 Special Exhibitions a Year

70% of 200Bn Yen Income from the

Government

Long Line of the Special Exhibition

“Treasures of the National Palace Museum, Taipei”

1. INTRODUCTION: TOKYO NATIONAL MUSEUM

INCOME (2001-2013 F/Y) (M JPY)

*Donation and Facility Subsidy are not Included

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Government Subsidy 2,282 2,269 2,463 2,191 2,110 1,891 2,118 1,995 1,967 1,764 1,594 1,460 1,445

Own Income 337 407 473 635 605 635 769 904 967 539 719 728 630

Amount of Subsidy 87% 85% 84% 78% 78% 75% 73% 69% 67% 77% 69% 67% 70%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

500

1,000

1,500

2,000

2,500

3,000

1. INTRODUCTION: TOKYO NATIONAL MUSEUM

2. AUDIENCE RESEARCH

SUMMARY

2. AUDIENCE RESEARCH

F/Y Visitors Survey Internet Survey Focus Group

Interview

Visitors Survey

Project

“1M” Project

2007

2008

2009

2010

2011

2012

2013

Branding Plan

“Road to 2020”

Strategy

６．来館者

CASE STUDY: VISITORS’ SURVEY 2009

1 OCT 2008 to 31 MAR 2009(152 days)

522 Samples (0.3% of Total Visitors)

Japanese, English, Chinese(Simplified,

Traditional), Korean

2. AUDIENCE RESEARCH

６．来館者

Sex Ages

VISITORS’ PROFILE

Male,

52%

Female,

48%

-19, 16%

20-29, 17%

30-39, 12% 40-49,

15%

50-59, 16%

60-69, 13%

70-, 11%

2. AUDIENCE RESEARCH

６．来館者

Regions Frequency

VISITORS’ PROFILE

2. AUDIENCE RESEARCH

Tokyo 25%

Kanagawa

8% Saitama 14% Chiba

10%

Other Kanto

Regions 7%

Other Japan

Regions 13%

Overseas 23%

First-time visit, 50%

1/2-3 years, 10%

1-2/a year, 12%

3-5/a year, 12%

over 6/a year, 16%

６．来館者

VISITORS’ SATISFACTION

4.4

4.3

3.9

3.9 4.2

4.5

4.2

3.4

3.6

3.8

4.0

4.2

4.4

4.6

0%

10%

20%

30%

40%

50%

60%

70%

Artworks Displays Discriptions Signs Hospitality Cleanliness Overall

Very satisfactory Quite satisfactory ok

A little unsatisfactory Very unsatisfactory Score

2. AUDIENCE RESEARCH

６．来館者

VISITORS’ DESIRE TO RETURN

27%

67%

4% 3% 0%

7%

62%

12% 11% 8%

0%

10%

20%

30%

40%

50%

60%

70%

come back soon may come back no idea may not come back not come back

repeated visitors First-time visitors

2. AUDIENCE RESEARCH

６．来館者

VISITORS’ FREQUENCY

58%

7% 11% 9%

15% 18% 18%

29% 29%

5%

0%

10%

20%

30%

40%

50%

60%

70%

First-time 1/2-3 years 1-2/a year 3-5/a year over 6/a year

Regular Exhibition Visitors Special Exhibition Visitors

2. AUDIENCE RESEARCH

６．来館者

(Age)

VISITORS’ AGES

22% 20%

12% 12% 13%

12% 10%

6%

9% 11%

21%

17%

23%

14%

0%

5%

10%

15%

20%

25%

-19 20-29 30-39 40-49 50-59 60-69 70-

Regular Exhibition Visitors Special Exhibition Visitors

2. AUDIENCE RESEARCH

Special Exhibitions: old, Frequent

Regular Exhibitions: young, First-time

Low Satisfaction: signs, captions

Low Desire to Return in the first-time visitors

VISITORS SURVEY ANALYSIS

First-time Young Visitors Oriented Regular Exhibitions Required!

2. AUDIENCE RESEARCH

INTERNET SURVEY (2009)

752 Samples

21 JAN 2009 -27 JAN 2009

AGES:20s-40s

RESIDENCE: TOKYO METLOPOLITAN REGION

People interested in Arts and Culture

2. AUDIENCE RESEARCH

MUSEUM EXPERIENCES

15%

18%

20%

22%

30%

41%

56%

66%

86%

33%

51%

34%

29%

33%

34%

42%

43%

48%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Louvre Museum(Paris)

British Museum(London)

National Art Center(Roppongi)

Mori Art Museum(Roppongi)

Museum of Modrn Art of Tokyo(Takebashi)

Edo Tokyo Museum(Ryogoku)

The National Museum of Western Art(Ueno)

National Science Museum(Ueno)

Tokyo National Museum(Ueno)

Want to go Visited

2. AUDIENCE RESEARCH

TNM PERCEPTION

40%

30%

18%

14% 13%

10% 8% 7% 7%

5% 5% 4% 4% 2% 1% 0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

(Multi-Answers/n=752)

2. AUDIENCE RESEARCH

FOCUS GROUP INTERVIEWS (2009)

21 FEB 2009

2 Groups 14 Samples(7 males and 7 females)

People who have never come to TNM but were interested

First Visit to TNM:5 FEB 2009-18 FEB 2009

2. AUDIENCE RESEARCH

FOCUS GROUP INTERVIEWS (2009)

Male

30s Single

30s Married with a child (6 m/o)

20s Single

30s Married with two childs (7, 4 y/o)

30s Married 40s Married with a child (17 y/o)

40s Married with two childs (21, 17 y/o)

Female

20s Single 30s Single 30s Married with two childs (6, 5 y/o)

30s Married with two childs (13, 11 y/o)

40s Married with a child (11 y/o)

40s Married with a child (16 y/o) 30s Married

◆People interested in Arts and Culture (but museums were not their preference)

2. AUDIENCE RESEARCH

SUMMARY (MUSEUMS AND LEISURE)

Museums=not a Leisurely Activity

Not familiar, Little Recognition

Low Priority, Not now, “Didactic”

After the Museum Experience

(Unexpectedly) Enjoyable

Not Realized what the Museum showed

2. AUDIENCE RESEARCH

NON-VISITORS’ FOUR “IGNORANCE”

Existence

Contents

Values

Atmosphere

Letting them know “what the museum is”, is Required!

2. AUDIENCE RESEARCH

3. MUSEUM BRANDING 2009

APPROACHES

3. MUSEUM BRANDING 2009

Main Targets: YOUNG PEOPLE and FAMILY

① Making Regular Exhibitions “Special”

② Increasing Exposure

③ Softening its Images to Broaden Audiences

④ Enhancing Museum Experience

MAKING REGULAR EXHIBITIONS “SPECIAL”

New Year Celebration Exhibition

Hanami Exhibition

3. MUSEUM BRANDING 2009

INCREASING EXPOSURE

Changing PR Strategy

140 year Anniversary and Logo

3. MUSEUM BRANDING 2009

INCREASING EXPOSURE

Space Rent

-Magazines and CD Jackets

FIGARO Japon The Gospellers (Japanese Artist) Perfume(Japanese Artist)

3. MUSEUM BRANDING 2009

INCREASING EXPOSURE

Space Rent

-Films and TVs

GANTZ (Japanese Film) TV Program “The Phantom Thief ROYAL”

3. MUSEUM BRANDING 2009

SOFTEN ITS IMAGES TO BROADEN AUDIENCES

Mascots

-TOHAKU-Kun

-YURINOKI-Chan

3. MUSEUM BRANDING 2009

Museum Events

J-wave Spring Event @ TNM

SOFTEN ITS IMAGES TO BROADEN AUDIENCES

3. MUSEUM BRANDING 2009

ENHANCING MUSEUM EXPERIENCE

“TOHAKU Navi”(Museum Navigation App)

3. MUSEUM BRANDING 2009

７．150周年に向けて

ENHANCING MUSEUM EXPERIENCE

Museum Shop Renewal

Original Museum Goods

3. MUSEUM BRANDING 2009

ENHANCING MUSEUM EXPERIENCE

Museum Café

(UESHIMA Coffee Shop)

3. MUSEUM BRANDING 2009

ENHANCING MUSEUM EXPERIENCE

Nursery

3. MUSEUM BRANDING 2009

4. CONCLUSION: ROAD TO 2020

６．来館者

*2006, 2007: Only in Japanese

*2011, 2012: Touch Screen Questionnaire

RATIO OF THE FIRST TIME VISITORS

13% 19%

32% 37% 37%

42% 41%

50%

94%

86%

86% 89% 88%

65% 80%

88% 96% 93%

84% 84% 79%

77% 80%

0%

20%

40%

60%

80%

100%

2006 2007 2008 2009 2010 2011 2012 2013

First time Visitors Satisfaction Desire to Return

4. CONCLUSION: ROAD TO 2020

NUMBER OF VISITORS (2001-2013 F/Y)

(people)

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Regular Exhibition 244,240 256,101 328,617 309,617 340,989 361,773 334,297 412,675 330,536 373,068 324,597 416,430 484,174

Special Exhibitions 719,793 790,081 867,791 1,217,730 1,102,730 1,055,422 1,433,901 1,759,267 2,085,745 709,201 1,431,993 1,139,264 837,859

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

4. CONCLUSION: ROAD TO 2020

ROAD TO 2020

1Million Regular Exhibition Visitors PROJECT(2012-13)

-1 Million Visitors to the Regular Exhibition in 2020

-Continuation of the 2009 Branding Plan

ROAD TO 2020 STRATEGY

4. CONCLUSION: ROAD TO 2020

Focus on the First-time Visitors!

REFERENCES Black, G. Transforming Museums in the Twenty-first Century, London ; New York: Routledge, 2011.

Falk, J., “Reconceptualizing the Museum Visitor Experience Who visits, why and to what affect?,” in ICOFOM conference, 2011.

Falk, J., & Dierking, L. The Museum Experience. Washington DC: Whalesback Books, 1992.

Hein, G., Learning in the Museum, London ; New York: Routledge, 1998.

Hood, M. “Staying Away Why People Choose Not to Visit Museums,” Museum News, Vol. 61, No. 4, 1983, pp.50–57.

Hooper-Greenhill, E. Museums and Their Visitors, London ; New York: Routledge. 1994.

Kelly, L., “Developing a Model of Museum Visiting.,” in Museums Australia Conference, Canberra, April, 2001.

Kelly, L., & Bartlett, A., “Young People and Museums ,” Australian Museum, 2009. Available at: http://australianmuseum.net.au/Young-People-and-Museums/（Approved in14.Aug.2014）.

Mason, D., & McCarthy, C. ““The feeling of exclusion”: Young peoples’ perceptions of art galleries,” Museum Management and Curatorship, Vol. 21, No.1, 2006, pp.20–31.

McManus, P. Visitors: Their Expectations and Social Behaviour, 1996. In Developing Museum Exhibitions for Lifelong Learning, G. Durbin, ed., 59–62. London: The Stationery Office.

Scott, C., “Exploring the evidence base for museum value” Museum Management and Curatorship, Vol.24, No.3, pp.195–212, 2009.

REFERENCES

THANK YOU! ANY QUESTIONS: y-sekiya@tnm.jp