Paisley Park, Prince’s former home, creative sanctuary, and now a living museum, was anxious to welcome back visitors post Covid, and ready to unveil its newest exhibition, The Beautiful Collection: Prince’s Custom Shoes. We were tasked with building excitement for the exhibition and ultimately generating ticket sales. Through media relations, with the help of gorgeous images and a great story to tell highlighting Prince’s impact on fashion and pop culture, we secured a lead story on Vogue.com to announce the exhibition. Additional coverage in national, regional, and local outlets, along with key cross-genre social influencers and the first media reception in nearly two years enabled our earned media coverage to exceed 200 million unique monthly views by the time the exhibit opened. Earned media coverage directed visitors to our exhibition homepage, rounding out the experience and making a ticket purchase smooth, easy, and inevitable.