A new museum located on the site of the former flagship Barneys New York store, The Rubin Museum of Art (RMA) housed one of the world’s largest collections of Himalayan art. RPR’s challenge was to introduce New Yorkers to a decidedly different artistic destination that was housed in a space where they may have purchased a sweater and slacks not long before.

Phase one consisted of generating feature articles about the exciting transformation of the space from Barneys to RMA. Concurrently, we began hosting individual tours of the space as “sneak previews” to longer-lead national art, Asian, features, lifestyle, family and women’s magazines.

RPR then advised the RMA to create a comprehensive schedule of programming (i.e., film series, lectures, family programs, storytelling and art for children, and musical performances). This programming was intended to help make the art accessible and compelling to numerous audiences.

The week before the launch, we hosted an exclusive preview for influential New York and national short-lead media. The museum’s curator offered an in-depth view of RMA’s concept, mission and art. Additionally, we scheduled more than 50 reporters for walking tours and interviews.

Tied to the grand opening, RMA hosted a series of community events geared toward attracting the Chelsea community, art lovers, families and the general public. A wide array of activities took place, including a flag-raising ceremony with Tibetan flags designed by top Chelsea artists, celebrity storytelling, a street fair, musical and dance performances, and lectures—all geared toward reaching the community through grassroots programs.

During opening week, the curriculum of programming the museum planned to offer—“100 programs in 100 days”—was unveiled to the media and the public. The programs were designed to engage target audiences.

As a result of RPR’s campaign, the museum exceeded the number of anticipated visitors for the first six months by more than twofold—and it continues to thrive.

The results included numerous articles in major New York newspapers and magazines, as well as national publications, including The New York Times, Los Angeles Times, Newsday, Daily News, New York Post, New York Sun, Metro, The Resident, The New Yorker, New York, Time Out New York, The Observer, The Financial Times, Business Week, Newsweek and The International Herald Tribune. Longer-lead feature coverage included pieces in Town & Country, Departures, Vanity Fair, Passport and other widely read magazines. Television coverage included WABC-TV, Fox 5, New York One and the WB.