This museum is recently refurbished. A few weeks before the re-opening several owners of reproductions have been portrayed, in typical Vermeer-style, to feature in short commercials, print ads and outdoor posters.

One of them, Shin Ichi Fukuoka is also part of a special activation. Especially for this megafan, we ‘ve turned things around for just one day, and built a replica of his apartment in New York City at the Mauritshuis. This way, he can enjoy the original painting - in a reproduction of his home.

Before the re-opening: Short TV and online commercials / Print / Outdoor

• After re-opening: Online/TV commercial about the activation.

• PR: Free publicity in Dutch and international media, TV shows, blogs and newspapers.

• Facebook page as channel for the contest, where people could upload their interiors.

• Film about the activation has been broadcast on TV twice: during a World Cup football match and a cultural show on TV2 and online.

• Digital newsfeeds to existing Mauritshuis visitors and people interested in art, featuring owners of reproductions of the Girl with a Peal Earring and a special item on the activation.

• Most important: the number of visitors has tripled (> 100.000 in the first 6 weeks after the reopening, the maximum concerning safety regulations)

• The online video has been organically watched over 120.000 times until September 2014.

• The Facebook activation page scored 10.770 likes until September 2014.

• 492 contestants really uploaded their interior with a reproduction of the Girl.

• Free publicity in numerous dutch and international media, including the New York Times and Japan Times