Auckland War Memorial Museum (Auckland Museum)
Business Profile
Core Value Proposition
Auckland War Memorial Museum provides access to New Zealand's story and heritage, featuring premier Māori and Pacific collections, a major heritage library, natural history resources, and extensive social and military history materials, along with education programs, memberships, and immersive exhibitions.
Target Customer
{"General public / Visitors","Auckland residents seeking free or discounted admissions","Families and kids","Students and teachers (education programs and school resources)","Researchers and historians","Tourists / international visitors"}
Key Differentiator
One of New Zealand's top three heritage libraries with pre-eminent Māori and Pacific collections; dedicated Online Cenotaph and war memorial focus; ongoing, high-profile exhibitions (e.g., DIVA) and cultural/educational programs; textile and fibre knowledge exchange (Te Aho Mutunga Kore); extensive online collections and multimedia content.
Implementation Timeline
Benefits are realized immediately upon becoming a Museum Member or MyMuseum card holder; general admission access for Auckland residents is free or by donation, with international visitors purchasing general admission tickets. Major exhibitions operate on published schedules with ticketing.
Pain Points
- 1Need for accessible, authoritative cultural and historical resources for education and research
- 2Access and affordability for visitors (free admission for locals/members vs. tickets for international visitors)
- 3Engagement and enrichment for families, students, and school groups
- 4Balancing maintenance/renovation with access to galleries (some galleries closed for works)
Key Features
- 1Major exhibitions (e.g., DIVA) with tickets
- 2VR Journeys experiences (The Great Kimberley Wilderness)
- 3Māori Cultural Experience (guided cultural program)
- 4Secret Museum Tour (underground treasures tour)
- 5Gallery Highlights Tour
- 6Online Collections (over 1 million records)
- 7Online Cenotaph and War Memorial resources
- 8School programs and classroom resources
- 9Museum Membership with benefits (unlimited free entry to paid exhibitions, discounts, member events)
Target Customer Industries
Decision Makers
- 1{"title":"Head of Development","organization":"Auckland War Memorial Museum"}
- 2{"title":"Development team","organization":"Auckland War Memorial Museum"}
Client Results
- 1Unlimited free entry to paid exhibitions for Museum Members
- 2Discounts at the Museum Store and cafés (10%), as well as partner offers (Rialto Cinemas, Auckland Philharmonia)
- 3Early access to events and invitation to Members’ events
- 4Friends & Whānau passes add-on for members to share privileges
Competitive Advantages
- 1Access to world-class collections and a major heritage library
- 2Strong focus on Māori and Pacific collections and culture
- 3Multiple formats of engagement (in-person exhibitions, VR experiences, tours, online resources, podcasts)
- 4Flexible membership options including a child-friendly Mini Member tier
- 5Integrated support for education (School Programmes, classroom resources) and community engagement
Key Benefits
Additional Product Information
Product Description
Auckland War Memorial Museum tells the story of New Zealand, its place in the Pacific, and its people. It houses Māori and Pacific collections, natural history resources, and major social and military history collections, along with decorative arts and pictorial collections. It offers exhibitions, memberships, school programs, guided tours, and online access to collections.
Target Market
Local residents, families, students and teachers, cultural enthusiasts, researchers, and international visitors seeking education, culture, and immersive museum experiences.
Unique Value Proposition
A premier cultural institution with comprehensive Māori and Pacific collections, a top-tier heritage library, robust education programs, and a broad mix of in-person and online experiences, including unique offerings like Online Cenotaph and high-profile exhibitions (e.g., DIVA).
Technical Requirements
{"Online collections access (Collections Online) and audio guides available","Some galleries may be closed during maintenance or renovations","General Admission for international visitors requires tickets; Auckland residents and Members enjoy free entry or donations"}
Pricing Model
{"General Admission: Free for Auckland residents and Members, or by donation for rest of New Zealand; international visitors must purchase general admission tickets","DIVA major exhibition tickets: From $12 (as advertised on home page under 'General Admission' and 'Major Exhibition' listings)","Membership pricing: Mini Member at $50; Museum Member from $60 (for 16+); additional Friends & Whānau passes available at $25 each when signing up online or at the museum","Membership benefits include: unlimited free entry to paid exhibitions, 10% discounts at the Museum Store and cafés, partner offers, and member-only events"}
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