The Detroit Institute of Arts underwent a major renovation and a significant change in the way their art collections were displayed and presented. Our complete communications plan was built on the meaning of art in people’s lives, and art’s transformational power. Our tagline: “Let yourself go.” After our campaign launched, the DIA’s 12-month goal for attendance was attained in eight months.

“I’ve been in advertising for 18 years, and this is the best campaign that I’ve worked on.”
-Matt Fry, DIA Marketing Director