The goal
The San Francisco Museum of Modern Art (SFMOMA) aspires to offer an expanding range of cultural experiences that make art meaningful and accessible for the entire community. The world-class Frida Kahlo exhibition offered a unique opportunity to attract new audiences and grow the museum’s engagement with the Bay Area Latino community.

The strategy
Contemporánea was proud to launch the first-ever Latino marketing and communications campaign in the museum’s history. This bilingual/bicultural campaign considered specific targets in the acculturation and retro-acculturation spectrum, integrating messaging and branding with mainstream strategies.

The results
An unprecedented 22% of total attendance at the retrospective came from the Latino market, considerably aiding to make Frida Kahlo the most successful exhibition in SFMOMA’s history. The show broke records for attendance, store sales and Latino engagement for the museum.

Image: Muray, Nickolas. American (b. Hungary, 1892-1965)