Lucas Museum of Narrative Art: Strategic Integrated Plan
For this team project, I developed a strategic integrated communications plan for the Lucas Museum of Narrative Art ahead of its anticipated opening. The campaign addressed a key perception challenge: audiences often associate the museum exclusively with George Lucas and Star Wars, overlooking its broader focus on visual storytelling.
DISCLAIMER: This page has no affiliation with the Lucas Museum or George Lucas and is intended for academic purposes only.
Using the Strategic Integrated Planning (SIP) model, our team conducted secondary research, analyzed the museum’s positioning and target audiences, and created a phased campaign designed to build understanding and anticipation. The final plan included key messaging, audience-specific strategies, paid, earned, shared, and owned media tactics, measurable objectives, KPIs, and an implementation timeline.
Academic project created for USC Annenberg’s PR 508 course. Not affiliated with or commissioned by the Lucas Museum of Narrative Art.
The campaign centered on the message, “See the story. Feel the art.” It positioned the museum as an accessible Los Angeles cultural institution celebrating storytelling across illustration, comics, photography, film, and other visual art forms.
See the Story. Feel the Art.
The creative platform centered on a simple idea: every story starts somewhere. Built around the message “See the story. Feel the art,” the campaign connected audiences to the sketches, photographs, illustrations, and creative processes behind the stories that shaped them. Content such as the “Story Origins” video series and #StoriesStartSomewhere positioned the museum as a place where visual stories begin, connect, and are preserved.
The year-long campaign followed three phases. Pre-opening communications introduced the museum’s broader purpose through social content, founder interviews, partnerships, short-form videos, and advertising. Opening-month activations included pop-ups, out-of-home advertising, digital experiences, and interviews with George Lucas. Post-opening content extended momentum through tourism promotion, an interactive mural map, and shareable clips and quote cards.
Lucas Museum Campaign Pitch Deck
Lucas Museum SIP Model