The museum completed a 10 year museum reconstruction, institutional rebranding and relaunched in March 2021 with a new name. Senior staff wanted to focus international attention on the new museum, implement new brand positioning globally and attract new and increased tourist audiences, in particular from North America.

GRA built an integrated plan to market the museum to North American Jewish, Christian and faith-based tourists. We used marketing research to guide every step of the rebranding to understand audiences and test concepts.

In partnership with the Israel Ministry of Tourism, we cultivated a deep network of tour operators, travel agencies and mission planners who bring tourists to Israel. We launched an special initiative to invite Christian audiences into the museum - developing relevant content, programs and specialized tours.

In first year since reopening, the total attendance exceeded their most optimistic projections by 15%. The museum attracted 280,000 visitors. In year 2, attendance grew an additional 9% to 305,000 visitors.