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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).
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CASE STUDY
Hero Medium: PR
Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);OOH;Transit;PR;PRINT;Magazine - Print;Newspaper - Print;Trade/Professional;SOCIAL MEDIA
Audience: Under 40, Men & Women, Ethnically Diverse
