After months of lockdown, we had the first reopenings but for the cultural sector there were very few changes: the continuous opening restrictions and sudden closures made it impossible to organize and sell tickets.
And the visitors were struggling too, dealing with quarantines for coworkers that tested positive and passages in the red zone from one day to the next. Planning beyond 4 hours was impossible.
To support MAXXI we created the Legendary Ticket, the first ticket valid for 100 years, which can be used for a visit to the museum from today to the end of 2121.
With a PR, social and display campaign, we invited visitors to buy it immediately to be sure that MAXXI will still be there in a hundred years.