Transforming an icon into a revenue-generating venue.
attendance within two weeks of brand campaign launch
increase in long-term capacity goal
The Challenge
Paisley Park needed to shift from niche pilgrimage site to Minnesota must-visit attraction. Prince’s former home and creative sanctuary had the cultural power—it just needed a way to connect that legacy to a broader audience who might not consider themselves superfans but were hungry for authentic experiences.
The Idea
“Find the Prince in You” tapped into the truth that Prince’s spirit lives in everyone—his creativity, his fearlessness, his refusal to be contained. The campaign made the invitation universal: you don’t have to be a superfan to feel what Prince represents. One idea, fully activated across every channel—from out-of-home to digital to on-site experiences.
The Viral Moment
We led with a Vogue.com feature announcing The Beautiful Collection exhibit, then amplified through national, regional, and local press. The first major media reception brought press into the experience firsthand. The story caught fire—145 million unique monthly views, 11,000 social shares in 3 days.
.jpg)
The Amplification
We activated key cross-genre influencers who flooded social channels with the experience. Their networks became pilgrims. The idea spread at full force, turning awareness into action and cultural resonance into ticket sales. Paisley Park became a destination, not just a museum.
