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Art Institute of Chicago
Van Gogh BnB

RAN IN: United States, Canada

CLIENT
Art Institute of Chicago

AGENCY
Leo Burnett/Arc *Lead 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). 

CASE STUDY

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CASE VIDEO


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

Objectives: Support event, exhibition

Type: Business to Consumer

Classification: Local

Language: English