How JUST helped a storied museum create media harmony—and engaged busy city dwellers with a new exhibit—by “painting” San Francisco with the artist’s work.
Following de Young’s popular exhibit, “Monet: The Early Years,” the museum was gearing up to launch “Monet: The Late Years,” and needed a media plan that would break through a crowded landscape, engage audiences, and promote both art and commerce.
During Monet’s later creative period, the artist’s subject was the gardens of Giverny. Ours was the city of San Francisco. We targeted opportunities for high impact and frequency—accentuated by branded content.
We brought the de Young’s Monet exhibit outside the museum walls and into key corridors of the city. We produced a media plan spanning transit wraps, bus shelters, and OOH. Our team integrated these with broadcast television, social media and programmatic, as well as local radio spots and the creation of “Music of Monet,” a content series featuring the artist’s musical contemporaries.
We combined placements on hundreds of transit shelters, light rail cars, and bus wraps with strategic media buys throughout the city for maximum exposure at minimal cost.
We reached an art-loving audience throughout the Bay Area with targeted buys in magazines, playbills, and newspapers.
We motivated a wide audience with timely messages about the opening date and a final push before closing.
AVA Digital Awards
Honorable Mention: Audio Program
Winner: Best Use of Branded Content
Winner: Campaign of the Year
Leveraging our robust media plan, the exhibit vastly outperformed previous ticket sales—ultimately becoming the second most revenue-successful exhibit in the museum’s history. We exceeded industry benchmarks by producing thousands of ticket sales directly converted by social media.