Chicagoans know they should go to the AIC for the major exhibitions, but they often don’t. Some believe they are familiar with the artist and don’t feel the urgency to learn more, while others may see these exhibitions as something primarily for tourists. This problem is compounded with a Picasso exhibition, as Picasso’s work is some of the most familiar in the art world.

The AIC objective was to drive relevance and urgency for every citizen of Chicago to check out Picasso and Chicago.

Type of Media Date of 1st Implementation Media Placement

1.) OOH Bus Shelters 2/5/13 21 Bus shelters in the city

2.) OOH City Information Panels 2/18/13 21 Placements

3.) Public Transit Stations 2/18/13 42 Placements

4.) OOH Storefronts 2/13/13 3 Placements

5.) OOH Light Post Fixtures 2/13/13 31 Placements

6.) OOH Daley Plaza Takeover 3/1/13 30 Placements

NOTE: with this, larger Picasso Sculpture Garden was placed here

7.) OOH Sheridan Bus Station Takeover 2/16/13 15 Placements

o Picasso attendance averaged 3,400 a day, making Picasso the highest-attended exhibition in more than a decade.

o Total attendance outpaced the projections by 17% at 293,000.

o 25,000 more Chicagoans paid to visit vs. prior year (+48%).

o 2,740 new Chicago members were acquired during the Picasso exhibition.

o 20% of new Facebook followers were from Chicago.