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Art Institute of Chicago
Van Gogh BnB
RAN IN: North America
AGENCY
Britt Nolan, Chief Creative Officer
Mikal Pittman, Creative Director
Mike Costello, Associate Creative Director
Pete Lefebvre, Associate Creative Director
John Regan, Associate Creative Director / Art
Tor Lemhag, Associate Creative Director / Copy
Cliff Schwandner, EVP, Account Director
Becca Hannan, Senior Account Executive
Andi Della Chiesa, Account Executive
Glennon Schaffner, Producer
Mediavest|Spark
Starcom
SUMMARY
The "Van Gogh's Bedrooms" exhibition generated the highest attendance at the museum in 15 years. "Van Gogh BnB" delivered a first-of-its kind brand experience -- building a replica of the artists 1888 "Bedroom" painting, and through Airbnb, inviting people to book a night inside. "Van Gogh BnB" generated over $8.6MM in earned media, amplifying paid media reach by 5,224% -- scaling it globally. A record 4,872 patrons visited the museum daily in the first six weeks -- beating daily goals of 2,930 by 66%.Most importantly, local Chicago museum attendance was up 161% vs. YA (2015).
