Beyond Van Gogh: The Immersive Experience

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Insights

Beyond Van Gogh: The Immersive Experience was looking for a local Public Relations agency to maximize earned media throughout the Hartford run of the exhibit.

Adams & Knight leveraged its extensive Connecticut media, tourism, arts and culture, and other local contacts to help build great buzz around this exhibit — and to contribute to the success of its opening event.

Ideas

We began with building momentum behind the new immersive experience with a media day and private ribbon cutting & preview with local dignitaries, leaders, and media, including scheduled interviews with Connecticut’s Governor and Exhibit Curator & Art Historian Fanny Curtat for regional broadcast and print media to bring awareness of the opening of the exhibit.

Additionally, we drove intent via partnerships with local and regional social media influencers to develop content targeting our audiences where they are actively inspired to make decisions on their next trip/event.

We also leveraged relationships with local non-profits to capture “second bite” news coverage and increase good will with the local community.

Impact

Our earned media efforts generated tremendous buzz around the exhibit, garnering 79 total placements and 38 million impressions. Beyond Van Gogh saw sales spike after media day & ribbon cutting, with high interest leading to the exhibit run being expanded for an additional month.