We’re proud to announce that Connelly Partners has secured a Silver OAAA Media Plan of the Year award for our work with the Museum of Fine Arts, Boston on their Van Gogh: The Roulin Family Portraits campaign.
While the artwork itself is historic, the challenge was current: the MFA needed to cut through a saturated tourism market with a limited budget to attract new international audiences and local visitors alike. The goal wasn’t just to announce an exhibit, but to drive a resurgence of the Roulin Family Portraits that felt unexpected and fresh.
Our Media Team devised a comprehensive Out-of-Home (OOH) strategy designed to mirror the intimacy of the artwork. Just as Van Gogh formed a deep bond with the Roulin family through his painting, our media placements were designed to foster a personal connection between the audience and the portraits.
The plan emphasized high-impact vertical placements that replicated the actual portrait viewing experience. By utilizing formats like digital street furniture and interactive lenticular posters, the media transformed city streets into an immersive gallery, emphasizing the value of the in-person experience over digital alternatives.
The results were a masterpiece in their own right. Following the OOH launch, media-driven ticket sales surged compared to the previous month, and brought more new users to the MFA’s site compared to the previous year. This award serves to remind us of the power of high funnel tactics driving bottom line results.
