10 Tips to Write Great Copy for a Museum Exhibition Ad

Every museum director has experienced this—you’re excited about an upcoming exhibition, but getting the word out and making sure people actually show up can be tricky. With so much happening online, how do you create an ad that stands out and makes people stop, click, and say, “I need to see this!”?

Don’t worry, you're not alone. Crafting great ad copy is a skill, but with a few simple tips, you can turn your exhibition announcement into something that grabs attention and gets people excited. Whether you’re promoting your exhibition on Facebook, Instagram, or through email, we’ve got 10 practical tips to help you write ad copy that not only connects with your audience but gets them through your museum’s doors. Plus, if you ever need a little extra help, Copy & Culture is here to guide you every step of the way.

1. Know Who You're Talking To

Before you even start writing, take a step back and ask yourself: Who am I trying to reach? Are you aiming at families with kids, art enthusiasts, history lovers, or maybe tourists looking for something unique? The more specific you are about your audience, the more your message will resonate.

Example: Let’s say you’re promoting an exhibition on Impressionist art. If your target audience is art students and enthusiasts, your copy might focus on the techniques and importance of the pieces. But if you're targeting families, you’d want to highlight interactive elements or kid-friendly tours.

Tip: Create a mini profile of your ideal visitor—how old are they? What interests them? What do they do in their spare time? Let this guide the tone and message of your ad.

2. Make Your Headline Pop

Your headline is the first thing people will see, so it needs to grab attention right away. Think of it like the hook that draws people in—short, punchy, and to the point. It should make people stop scrolling and say, "Tell me more!"

Example: Instead of "New Exhibit at the Museum," try something like "Travel Back in Time with Our Ancient Egypt Exhibit!" or "Experience the Magic of Monet—Impressionism Comes to Life!"

Tip: Write down 5 different headlines and see which one feels the most exciting. Then test it out. If one isn’t working, don’t be afraid to change it up. Below an example from one of the best museum ads I've seen (DDB ©):

3. Focus on What Makes It Special

Why should someone choose to visit your exhibition over everything else they could be doing? What’s the unique draw? Whether it’s rare artifacts, a hands-on experience, or a once-in-a-lifetime viewing opportunity, your copy should make it clear what visitors can expect.

Example: "See Leonardo da Vinci’s sketches up close for the first time in [city]!" Or "Discover treasures from the Titanic—real artefacts brought back from the depths!"

Tip: Think about what makes your exhibition stand out. Is it a famous artist, an interactive exhibit, or something that’s never been displayed before? Make that the star of your copy.

4. Appeal to Their Emotions

People make decisions based on emotions. So, tap into that! Think about how your exhibition will make people feel. Will it evoke wonder, excitement, nostalgia, or curiosity? Use your copy to create an emotional connection with potential visitors.

Example: Instead of just saying "Visit our dinosaur exhibit," try something like "Feel the awe of standing next to a towering T-Rex skeleton—an experience you’ll never forget!"

Tip: Close your eyes and imagine walking through the exhibit yourself. What feelings come up? Use that emotion to inspire your ad copy.

5. Keep It Simple and Clear

We get it—there’s so much you want to say. But when it comes to ad copy, less is often more. Keep your message short, clear, and to the point. You only have a few seconds to grab someone’s attention, so make every word count.

Example: "Explore the wonders of ancient Rome with interactive displays and real artifacts. Book your tickets today!"

Tip: After you’ve written your copy, read it out loud. Does it sound easy to follow? Cut out any unnecessary words or jargon that might slow the reader down.

6. Include a Strong Call to Action (CTA)

Once you've sparked someone's interest, you need to tell them what to do next. A clear call to action (CTA) should guide them toward booking tickets, signing up for an event, or learning more. Make sure it’s easy and obvious.

Examples:

• "Book your tickets now and be part of the adventure!"

• "Reserve your spot today—spaces are limited!"

• "Get your tickets before they’re gone!"

Tip: Make your CTA action-oriented. Words like "Book," "Join," "Get," or "Reserve" encourage people to take the next step.

7. Create a Sense of Urgency

People are more likely to act when they feel like they’re going to miss out on something. If your exhibition is only around for a limited time or you’re offering something exclusive, make sure to mention it.

Example: "Only on display until [date]—don’t miss this exclusive collection of Impressionist masterpieces!"

Tip: Use phrases like "limited time," "exclusive," or "only available until" to create a sense of urgency. This encourages visitors to act now rather than later.

8. Pair Your Copy with Stunning Visuals

Your ad copy is crucial, but it’s the visuals that often stop people in their tracks. High-quality images or videos that represent the exhibition can grab attention and make your message even stronger.

Example: For an exhibition on photography, use an eye-catching image from the collection. For a historical exhibit, show an iconic artifact or a behind-the-scenes glimpse of setting up the gallery.

Tip: Visuals and copy should work together. If your copy is highlighting a particular artwork or feature, make sure the image reflects that.

9. Test Different Versions

Don’t assume your first version is going to be the best. Test different variations of your ad copy to see what resonates with your audience. Facebook Ads and other platforms make it easy to A/B test different headlines, CTAs, or visuals.

Example: Run two ads with the same visual but test two different headlines. One might focus on the artist’s name ("Discover Picasso’s Greatest Works") and the other on the emotional experience ("Step Into Picasso’s World of Color").

Tip: Review the data. See which ad performs better, and use that insight to improve future campaigns.

10. Tell a Story

People love stories. Instead of just listing the facts about your exhibition, think of it as telling a mini-story that brings the exhibit to life. Whether it's the story of an artist, the journey of an artifact, or the history behind the pieces, a narrative can make your copy more engaging.

Example: "Take a journey through Renaissance Florence and discover how Leonardo da Vinci’s sketches laid the foundation for modern art and science."

Tip: Think of your ad copy as a teaser trailer for a movie. You’re giving just enough of the story to make people curious and eager to know more.

Conclusion

Writing ad copy that gets people excited about your exhibition doesn’t have to be complicated. By focusing on clear, engaging language that connects emotionally with your audience, you can turn a simple announcement into an ad that drives real results. You should focus on the unique aspects of your exhibit, creating urgency and revealing desire, and you achieve that by knowing your audience well and using the right words.

If you ever feel stuck or need an expert hand, Copy & Culture is here to help. We specialize in creating copy that not only tells your museum’s story but helps you connect with visitors in a meaningful way. Let us help you craft copy that stands out and drives people to your doors.

Try these tips for your next exhibition, and watch your visitor numbers grow!