Making ‘Da Vinci on Bleecker’ a Reality
The Sheen Center
Straight from Europe and for a limited time, Sheen Center hosted DaVinci’s Last Supper. This masterpiece is a life size depiction through a stunning reproduction of the painting. Considered by many to be among the most famous paintings in the world, the original in distant Milan can only be viewed for 15 minutes.
This spectacular exhibit gave visitors the once-in-a-lifetime opportunity to study all the work’s facets at their leisure. Included in this sensory experience are the concept materials Leonardo used to create one of the most recognized images. This unique, immersive exhibit in Black Box Theater and gallery spaces was complete with an audio guide in English or Spanish to further enhance the experience.
Da Vinci Experience in New York City
The Situation
A new Executive Director joined The Sheen Center in late Fall and hit the ground running with a fascinating exhibition imported from Europe that allows visitors to delve into the mastery and mysteries of The Last Supper, on view for just four weeks.
We immediately set to work, setting up the vanity url: www.davinciexpereince.nyc, as well as QR coding to make it easy to learn more, circumnavigating their clunky outdated website in order to driver ticket buyers directory to the ordering page while a new site was being developed in parallel.
Within a few days of being brought on board, we were able to build a creative campaign, source the best possible media that would reach three main available audience as a result of our segmentation process:
Art history and studio Art Professors
New Yorkers including families looking for interesting things to do
Residents of the neighborhood, once of the most dynamic and diverse in NYC.
Digital: TimeOut, NY Family, Avenue, GothamistThe Solution
This media mix was appropriately omnichannel, including Out of Home in the neighborhood, signage, email to the academic community, email blasts to the New Yorkers seeking activities thru partnerships with Time Out, NY Family, Avenue, and Gothamist, as well as NPR sponsorships. For programmatic digital display advertising we targeted those who had been at cultural events as well as those whose online behavior over the past 120 days indicated an interest in local art and culture.
Realizing the experience was one that was somewhat difficult to explain, we quickly and cost-effectively built a teaser video to help build the excitement, which resulted in exceeding the goals for the exhibition.
Out-of-Home: Wildpostings, A-Frame
