VMFA had two overall goals: to introduce a new audience to the museum (including those elusive millennials) and to demonstrate their leadership in the art world by promoting tattoos as art.
A campaign that included a block party, to celebrate the tattooing of the ndp building by a world-renowned muralist, a citywide Instagram scavenger hunt, outdoor elements – including bus wraps, college bus shelters, print, mobile, digital display, nontraditional collateral and a customized content sponsorship with Tattoo Artist Magazine.
We attracted a new audience, with 40 percent of attendees being new visitors. During the first month alone, our campaign helped VMFA nearly double projected ticket sales. A combination of earned and owned media efforts increased the VMFA budget by 40%, and their social media fan base increased by 20%.