The Art Institute of Chicago achieved record breaking attendance at their Van Gogh’s Bedrooms exhibit in 2016. Online ticket sales increased 250 percent and the Art Institute garnered $6 million in earned media impressions. Working with Publicis Groupe, the third largest communications group in the world, the Art Institute created a marketing campaign that captured the imagination of millions around the world.
The photo above is not one of Van Gogh’s bedroom paintings. It is an actual bedroom recreated from one of the paintings of the artist’s domestic space. The room, placed on Airbnb, included all the details in the original painting and could be rented for $10 per night.
On Feb. 9, 2016, the Art Institute of Chicago announced the opening of the Van Gogh BnB on Colossal, an international platform for contemporary art and visual expression. According to Ubersuggest, the article was shared 76,572 times on Facebook and has 115 backlinks. The Van Gogh BnB went viral along with ticket sales to the exhibit.
Leo Burnett Chicago, a Publicis Groupe agency, and the Art Institute of Chicago won six Cannes Lions at the 63rd Cannes Lions International Festival of Creativity. The remarkable immersive experience of Van Gogh BnB tells a story about the transformative power of creativity in marketing campaigns.