Advertiser: Art Institute Of Chicago
Agency: Leo Burnett Chicago
Country: USA

Objectives

With over a million square feet of gallery space, a collection that spans five thousand years of human achievement and the largest Impressionist collection outside France, the Art Institute of Chicago is one of America's oldest, largest and most respected museums.

This makes The Art Institute, or AIC, a must-see destination for visitors to Chicago. And the out-of-towners do indeed arrive in droves, accounting for 75% of all paid visits.1

Therein lies the problem, and challenge, we set out to address. The AIC was founded for the inspiration and education of the Chicago public – and takes its civic responsibilities very seriously – but only 5% of Chicagoans visit annually. This, despite hosting 82,000 Chicago school children a year and giving free admission to Chicago residents 52 days a year.2