Paisley Park Case Study | Cultural Destination Marketing

Scan

Paisley Park was Prince’s home and recording studio. After he died, it became a museum, but the image that followed it was sadness, not celebration. Fans who loved Prince still felt like Paisley Park was a place defined by his death and were reluctant to step inside.

Spot

Prince didn’t disappear when he died. He lives on in every fan who ever felt free to be exactly who they are because of him. Paisley Park needed to feel like that truth, not like a memorial.

Rally

A campaign called “Find Prince in U” turned Paisley Park from a place of mourning into a place of joy, with us stepping in as the museum’s first agency of record to make it happen. His lyrics were projected onto real people for print ads and billboards. Radio ads ran on bits of his most iconic music. A later phase spotlighted his collection of custom, tailor-made shoes, each pair as bold and unique as he was.

Score

86%

attendance within two weeks of brand campaign launch

30%

increase in long-term capacity goal

The Viral Moment

We led with a Vogue.com feature announcing The Beautiful Collection exhibit, then amplified through national, regional, and local press. A major media reception brought press into Paisley Park itself for the first time. The story caught fire: 145 million unique monthly views, 11,000 social shares in 3 days.

The Amplification

We activated influencers across music, fashion, and culture. Their followers became fans who made the trip themselves, turning awareness into ticket sales and Paisley Park into a destination.

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