Goals and objectives
The Rijksmuseum aimed to reach a broader target group and attract new visitors. Many Dutch people mistakenly assume that the museum is particularly interesting for tourists, the elite and passionate art lovers. The Rijksmuseum wanted to show that it is worthwhile for all Dutch people to visit the museum in Amsterdam. The High Society exhibition was the perfect occasion to introduce this broad target group to the greatest painters in history, including Rembrandt van Rijn.
Telegraaf Media Groep (TMG) is the publisher of De Telegraaf and Privé, the largest gossip magazine in The Netherlands. According to the Rijksmuseum, the readers of the TMG brands are potential visitors. Especially when compared to readers of other media.
Privé is, therefore, an ideal platform for achieving the goal of the Rijksmuseum: to reach potential visitors in addition to those who already love museums.
As a result, a mini-version of Privé that was entirely dedicated to the Rijksmuseum’s exhibition and brought the people portrayed to life was created. It was used to warm up a whole new target group for a museum visit. A target group with which, according to the Rijksmuseum, the exhibition could be positioned as an exhibition for anyone.