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The Perfect Picture - Making Collaborative Campaigns Work


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Speaker: Eric Hildrew, Head of Marketing & Communications, Museums Sheffield

Yorkshire’s Favourite Paintings brought together 27 museums and galleries from across
Yorkshire to cross promote the breadth and quality of their art collections. Together
with creative agency Sumo they ran an innovative campaign which asked the public
to share their views and stories about Yorkshire’s paintings. Find out how working
together helped these museums to get the public talking about their art and drive
more visitors to their venues.

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The Perfect Picture - Making Collaborative Campaigns Work

  1. 1. Yorkshire’s Favourite Paintings
  2. 2. Background <ul><li>Yorkshire Museums Hub </li></ul><ul><li>Public Catalogue Foundation </li></ul><ul><li> </li></ul>
  3. 3. Background <ul><li>Marketing-led campaign </li></ul><ul><li>Launch concept of a regional art collection </li></ul><ul><li>Scope of campaign, eg oil paintings </li></ul>
  4. 5. The Concept <ul><li>Web-based campaign </li></ul><ul><li>Public-led & interactive </li></ul><ul><li>Aimed at infrequent attenders </li></ul><ul><li>‘ Yorkshire’s Favourite Paintings’ </li></ul>
  5. 6. The Concept <ul><li>Hub partners liaised with smaller galleries </li></ul><ul><li>Focus Groups </li></ul>
  6. 7. The Concept
  7. 12. The Concept
  8. 13. The Concept
  9. 14. Impact <ul><li>Over 12,000 site visitors to date (9% referred from Facebook) </li></ul><ul><li>Over 400 stories contributed </li></ul><ul><li>Extensive local/regional PR </li></ul><ul><li>Valuable lessons learnt about displaying collections online </li></ul>
  10. 15. What next? <ul><li>Funding secured for 2011 </li></ul><ul><li>Creating reasons to return </li></ul><ul><li>Fresh content/trails </li></ul>