HAGENS - Strategisch PR bureau Amsterdam

Frans Hals Museum

Frans Hals Museum


The exposition “De kunst van het lachen. Humor in de Gouden Eeuw” in the Frans Hals Museum shed the light on humor hidden in 17th century paintings. Such a collection of 60 different paintings was never showed before.

PR strategy

HAGENS was requested to develop a PR strategy and approach around the exhibition.

The unique news value of this exhibition contains relevant information for free-publicity publications. HAGENS developed pr-insights from essays of the curators of the exhibition to generate media attention in combination with giveaways.

Furthermore, HAGENS invited prominent comedians (among which Youp van 't Hek, Tineke Schouten and Fokke en Sukke) for an exclusive tour by museum director Ann Demeester followed by an interview about their view on the exhibition. HAGENS used these images and interviews to create an extra free publicity value: the comedians shared this content on their social channels.


·      Unique reach of 3 million people

·       Free publicity ROI: factor > 14

·       Free publicity value € 880.651,-