In 2016, the Royal Ontario Museum (ROM) opened “Tattoos: Ritual. Identity. Obsession, Art,” an exhibition encompassing fascinating insights into ancient practices, histories, and meanings and the revival of the global phenomenon of body art. While intriguing the ROM’s traditional audience, to be authentic and successful, the museum also needed to connect with a new community: the tattoo subculture. Explore how surprising partnerships and unusual marketing initiatives can engage new audiences, build relationships, and maximize your communications impact.