"Van Gogh Airbnb" - Art Institute of Chicago - USA

To promote their Van Gogh exhibition the Art Institute of Chicago created the famous bedroom painting as a room to stay the night in and available to book on Airbnb.

The promotion resulted in media coverage across 100 countries and led to a 250% increase in online bookings.

200,000 visited the exhibition the highest attendance in over 15 years.

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