The Challenges of Marketing a Very Special ExhibitionRachel Dingsdale – The National Gallery<br />
Overview of the talk<br /><ul><li>The exhibition context: The National Gallery and the exhibition
Targets for the campaign
Campaign Design
Outdoor media and advertising
Print and on site promotion
E marketing and social media
Sponsor contra campaign
Partnerships and promotions
Friday Lates
Students
Flickr competition
Results!</li></li></ul><li>The National Gallery<br />One of the greatest collections of Western European painting in the w...
Free entry to the permanent collection
Education/ interpretation programmes
Conservation and research
Special exhibitions (3 a year 2 of which are charged for) and smaller Sunley Room and Room 1 shows</li></li></ul><li>Exhib...
Celebrating the great works of Canaletto one of the best loved artists in Britain
Exploring the work of his lesser known rivals and associates including Luca Carlevarijs, Michele Marieschi, Bernardo Bello...
A topographical show giving the visitor a feeling of a journey through Venice and celebrating the beauty of the city.</li>...
Canaletto, The Entrance to the Grand Canal, looking East, with Santa Maria della Salute, about 1741  © The Fitzwilliam Mus...
Canaletto, Santa Maria della Salute and the Entrance to the Grand Canal, looking East, 1744 The Royal Collection © 2009, H...
Canaletto, The Riva degli Schiavoni, looking West, about 1735  © By courtesy of the Trustees of Sir John Soan’s Museum, Lo...
Modern Perspectives!<br />Clive Head<br />Ben Johnson<br />
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The Challenges of Marketing a Very Special Exhibition

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Speaker: Rachel Dingsdale, Marketing Officer, National Gallery - Find out how the National Gallery’s innovative marketing campaign for the exhibition ‘Venice: Canaletto and His Rivals’ brought Venice to London and an old master back
into the spotlight. Using the marketing campaign for the show as a case study find out how the Gallery plans and implements a special exhibition campaign including cost effective promotions and social media initiatives.

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Transcript of "The Challenges of Marketing a Very Special Exhibition"

  1. 1. The Challenges of Marketing a Very Special ExhibitionRachel Dingsdale – The National Gallery<br />
  2. 2. Overview of the talk<br /><ul><li>The exhibition context: The National Gallery and the exhibition
  3. 3. Targets for the campaign
  4. 4. Campaign Design
  5. 5. Outdoor media and advertising
  6. 6. Print and on site promotion
  7. 7. E marketing and social media
  8. 8. Sponsor contra campaign
  9. 9. Partnerships and promotions
  10. 10. Friday Lates
  11. 11. Students
  12. 12. Flickr competition
  13. 13. Results!</li></li></ul><li>The National Gallery<br />One of the greatest collections of Western European painting in the world!<br /><ul><li>Just under 5 Million visitors per year
  14. 14. Free entry to the permanent collection
  15. 15. Education/ interpretation programmes
  16. 16. Conservation and research
  17. 17. Special exhibitions (3 a year 2 of which are charged for) and smaller Sunley Room and Room 1 shows</li></li></ul><li>Exhibition background<br />13 October 2010 – 16 January 2011 – Sainsbury Wing<br /><ul><li>Presenting the finest view paintings of one of the worlds most enthralling and beautiful cities
  18. 18. Celebrating the great works of Canaletto one of the best loved artists in Britain
  19. 19. Exploring the work of his lesser known rivals and associates including Luca Carlevarijs, Michele Marieschi, Bernardo Bellotto and Francesco Guardi
  20. 20. A topographical show giving the visitor a feeling of a journey through Venice and celebrating the beauty of the city.</li></li></ul><li>Canaletto, The Entrance to the Grand Canal, looking West, with Santa Maria della Salute, about 1729 © The Museum of Fine Arts, Houston<br />
  21. 21. Canaletto, The Entrance to the Grand Canal, looking East, with Santa Maria della Salute, about 1741 © The Fitzwilliam Museum, University of Cambridge<br />
  22. 22. Canaletto, Santa Maria della Salute and the Entrance to the Grand Canal, looking East, 1744 The Royal Collection © 2009, Her Majesty Queen Elizabeth II<br />
  23. 23. Canaletto, The Riva degli Schiavoni, looking West, about 1735 © By courtesy of the Trustees of Sir John Soan’s Museum, London<br />
  24. 24. Modern Perspectives!<br />Clive Head<br />Ben Johnson<br />
  25. 25. Targets <br />Marketing and Press - a joint Communications Strategy<br /><ul><li>Deliver or exceed target attendance: 110,000, admission £12
  26. 26. Effectively target audiences identified for the show
  27. 27. National Gallery core audience
  28. 28. Culturally interested/aware
  29. 29. Contemporary art audience
  30. 30. Overseas tourists, Domestic tourists
  31. 31. Fans of Canaletto, Travel/Grand Tour enthusiasts, photography and architecture
  32. 32. Students
  33. 33. Local workers
  34. 34. Forge partnerships to broaden the reach of the exhibition in terms of awareness and footfall
  35. 35. Encourage engagement with the permanent collection – visits, website, e news and social media sign up and engagement
  36. 36. Research – key to evaluate but also to inform future work</li></li></ul><li>Campaign Design<br />
  37. 37. Outdoor Media and Advertising<br />Large format rail sites, 12, 16 and 4 Sheets on the rail and tube<br />
  38. 38. National press, art magazines and online advertising<br />
  39. 39. Print and distribution<br /><ul><li>Flyer, folio posters
  40. 40. Print reciprocals
  41. 41. On site banners, posters and messaging</li></li></ul><li>E Marketing & Social Media<br /><ul><li>E news subscribers: over 100,000
  42. 42. E news reciprocals: NPG, RA, Wellcome, NT etc
  43. 43. E cards, opening, events, competitions and last chance
  44. 44. Facebook: Over 42,000
  45. 45. Twitter: Over 8,000
  46. 46. Research as well as inform</li></li></ul><li>Credit Suisse – Contra Campaign<br />Canaletto comes to London!<br />Taxis<br />London City Airport<br />National Press<br />Art Mags<br />Online <br />NG Hording<br />Part of a wider Les Amis… campaign<br />
  47. 47. Partnerships and Promotions<br /><ul><li>ATOC – 2 for 1 poster campaign – cost minimal (printing of 1,000 posters)
  48. 48. Awareness raising (posters via station footfall and e newsletter article to 450,000 subscribers)
  49. 49. 2,644 voucher redemptions</li></li></ul><li>Partnerships and Promotions<br />Fortnum & Mason<br />Window display<br />Joint postcard and flyers in store, reciprocal e marketing<br />Win a F&M hamper competition e card – 1, 785 entries<br />
  50. 50. Local workers: Friday Lates<br /><ul><li>Themed music, bar, menu and events
  51. 51. Promoted through e cards, targeted advertising and social media
  52. 52. Competition – Italian Tourist Board prize of a trip to Venice</li></li></ul><li>Students: Student Night<br /><ul><li>Students targeted via fresher fair arts group – one email sign up
  53. 53. The night - over 200 students - Ben Johnson talk – private view
  54. 54. Student discounts
  55. 55. Post evening e card and link to Survey Monkey research on students/ our offer</li></li></ul><li>Flickr – Modern Perspectives Competition<br /><ul><li>Competition brief: to submit a modern perspective of a cityscape, inspired by Venice: Canaletto and His Rivals, plus contemporary artists Ben Johnson and Clive Head via Modern Perspectives in Room 1.
  56. 56.  The prize: presence on the Gallery website with feedback from the judges, and an exhibition
  57. 57. Promoted through the e-newsletter, e-cards, Facebook and Twitter.
  58. 58. Total number of entries: 173
  59. 59. Total number of Flickr group members: 251 </li></li></ul><li>The Winners!<br />
  60. 60. Results!<br /><ul><li>Deliver or exceed target attendance: Target: 110,000 - Attendance: 122,700
  61. 61. Effectively target audiences identified for the show
  62. 62. National Gallery core audience – e news, e cards in house print and posters, What’s On
  63. 63. Culturally interested/aware – media campaign and print distribution/ promotions, ATOC and reciprocal marketing
  64. 64. Contemporary art audience – Modern Perspectives campaign/ Flickr comp, social media
  65. 65. Students – Student night and promotion of the show via Fresher fairs
  66. 66. Local workers - Canaletto Lates promotion
  67. 67. Forge partnerships to broaden the reach of the exhibition in terms of awareness and footfall - ATOC, F&M, Reciprocal marketing
  68. 68. Encourage engagement with the permanent collection– Attendance: room 1: over 140,000 Friday Lates: 97,228 after 6pm – attendance up for the permanent collection for the run of the show
  69. 69. Data capture through competitions and partnerships
  70. 70. Research: MHM: First time visitors, satisfaction levels etc, comment cards, student survey,.</li></li></ul><li>Questions!Rachel Dingsdale – The National Gallery<br />

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