Once hailed as a gem of modern architecture, the Paris contemporary art museum the Centre Pompidou (Pompidou Center) feels it's somewhat neglected as a tourist attraction these days. While Parisians visit, in comparison to popular sights like big four of the Eiffel Tower, Arc de Triomphe, Notre Dame and the Sacre-Coeur, it isn't a landmark on the tourist trail.
The Center engaged Publicis agency Marcel to put itself back on the map with a campaign that aims squarely at the market for souvenir statuettes -- the thing that all the major tourist attractions have in common. It created its own mini statuettes of the 1970s-built center and flooded the souvenir stalls of Paris with the items. They are also printed with a QR code that directs tourists to the Center from anywhere in Paris.