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The development of a hedonistic experience brand: Australia's MONA


Lehman, KF and Leighton, D, The development of a hedonistic experience brand: Australia's MONA, Proceedings of the Academy of Marketing Conference 2010, July 2010, Coventry, pp. 153-165. ISBN 978-1-84600-0317 (2010) [Refereed Conference Paper]

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The case of Australia's Museum of Old and New Art (MONA) is unusual in many respects. It is privately owned and funded by millionaire David Walsh. It is located in Hobart, the capital of the island state of Tasmania, Australia, a long way from the art capitals of the world. More significantly MONA is the umbrella brand for a range of products that are aimed at the luxury brand consumer, the consumer that will think little of travelling half way around the world for an unusual and memorable experience. Moreover, the MONA product range-wine, beer, art, accommodation, and music-is clearly aimed at those consumers seeking a hedonistic experience. This paper provides an overview of how MONA is developing, given that the art museum at the core of the umbrella brand has yet to open, and that some of the other products are a legacy from a former organisation. It also discussed the role and philosophy of David Walsh as the vision behind the brand. The research for this case is drawn from a longitudinal project that is tracking MONA from its early stages, through to its opening, and on to a review once it has been operating for a year.

Item Details

Item Type:Refereed Conference Paper
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Lehman, KF (Dr Kim Lehman)
ID Code:64383
Year Published:2010
Deposited By:Management
Deposited On:2010-07-22
Last Modified:2013-03-06
Downloads:7 View Download Statistics

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