Art in the Exchange
Presented by: Sophia Scaletta
A group of three art galleries:Gurevich Fine Art, Aceartinc. and Fleet
Galleries in the Exchange District ofWinnipeg have created a new
coalition and pooled their resources in order to develop a joint
marketing effort to improve their profiles.
The three galleries currently showcase a total of 40 exhibits a year,
drawing about 100,000 visitors.
They need help with their public relations efforts and want to find
new and innovative ways to attract new audiences, and generate
Who are we?
Gurevich Fine Art appeals to the
art connaisseur.They offer expert
services such as art consultations,
art appraisals, leasing and
financing, private showings, studio
tours, space rental, installation and
Aceartinc. appeals to the local
artist.They are managed by local
artists and they offer art classes as
well as funding to support local
Fleet galleries appeals to the
interior designer.They’ve offered
professional and expert framing
services for over 150 years.
What are we missing?
Revenues are based on space
rental, selling art, membership
dues and framing services
There are no admission fees
There is a lack of concrete
programming and facilities are
not being fully utilized.
There is no volunteer presence
Marketing and public relations
efforts are weak
TheWinnipeg Art Gallery is our main
Winnipeggers are not familiar with the art
galleries in the Exchange District.
Winnipegers have an overall negative
perception of their downtown area.
Art galleries attract people who are already
participating in other arts activities.
In today’s digital world, people want to be entertained.
Art can now be viewed online from your home
Art is a luxury not a necessity, especially during a
We understand that you want to help reverse negative and false
perceptions of the arts and the Exchange District in order to attract
You want Gurevich Fine Art, Aceartinc. and Fleet Galleries to be
known by all arts enthusiasts inWinnipeg and sought after for your
unique products and services.
Evidently, you want your revenues to increase
Raise public awareness of all three art galleries
ChangeWinnipeggers’ negative perception of the Exchange
District as well as the arts industry.
Attract new audiences fromWinnipeg and outsideWinnipeg
Generate new business by 15% by 2018.
They value lifelong learning
They want accessible and low cost
They want to gain more experience in the
field of the arts
They strive to preserve and promote the
richness of the arts
They want to connect with potential
They want their artwork to be recognized
within and outside their community
Arts/Interior Design Students
They value the richness of the arts
They want to find interesting ways to be
They are concerned about the cost of
They enjoy travelling and learning about
Current arts enthusiasts
(performing arts, festivals,
Art is an integral part of their lives
They use art to showcase their
personalities and enhance their living
They buy based on how the art impacts
They must design a space according to
their clients’ needs
They want to find creative solutions for
Art collectors and
They want to changeWinnipeggers’
negative perception of the Exchange
They want the Exchange District to
develop and they encourage initiatives
that “make sense” for their
They want their guests and/or patrons
to easily find parking
They want their guests/patrons to feel
safe in their neighborhood
They want to satisfy their patrons’
Exchange District residents and
Exchange District businesses
and their patrons
Build awareness of these three art galleries and increase patronage
by communicating their central and convenient location, their
accessible and free resources and the art galleries’ role in the
importance of preserving and promoting the richness of the arts
within theWinnipeg community.
Position them as a one-stop shop for everything related to the arts
in theWinnipeg community.
We intend to use Special Events, Media Relations, Social Media and
Our art galleries strive to make art accessible for everyone.They offer an
inexpensive way of discovering cultural diversity through art and feature
artists that are local and international.
Our art galleries offer a variety of paintings, sculptures, and photographs.
We understand that art is a creative way of expressing what cannot be said
and we can help you discover new trends and new artists. Our staff is
knowledgeable and can help you find a piece that suits your tastes and your
Our art galleries are excellent venues to entertain guests while enjoying
beautiful paintings, sculptures and photographs.They are a safe and
convenient place to host dinner parties, anniversary parties and staff parties
Our primary objective is to build public awareness for our
Creating buzzworthy initiatives will be a key component
of our public relations campaign
We will approachWinnipegArts organizations and various festivals to
propose an all-inclusive «WinnipegArts Pass ».
The pass will cost a $150 on an annual basis. Exchange District
residents can obtain it at a reduced fee of $100.
This «WinnipegArts Pass » will enable our patrons to receive special
This initiative will encourage art enthusiasts to partipate in cross-
We will approach the University of Manitoba’s Environmental Design and
Arts faculties as well as the University of WinnipegArts faculty to offer
them three internship opportunities with our art galleries.
We will create Pop-up art galleries all over Winnipeg which will feature
artwork from three local artists
This will create buzz for our three week long competition
We will add QR codes to drive traffic back to our Facebook page which
will explain the competition.
The total amount of social media interactions in relation to the artwork
will determine our winner.
The declared winner will have an exhibit featuring his/her artwork in our
THE BIG IDEA:
The artwork will be FREE
The more you share, the higher your odds are to win
aWinnipeg Art pass.
We will be giving away 10Winnipeg Arts passes.
We will partner with local Exchange
District restaurants to offer “Dine with
This event will occur on the first Friday
of every month.
A three course meal will be served and
anArtTalk will conclude the evening.
We will rent our artworks to our partner
restaurants for free during a three
Develop a press kit which will include:
Fact sheets about our Pop-up art galleries inWinnipeg and our Dine
with Art events
Backgrounders/Biographies of our current exhibits and local artists
We will pitch our Pop-up art gallery competition and Dine with Art event
to local Arts and Lifestyle journalists.
Publications will include the Winnipeg Free Press, CIAO! magazine, WHERE
magazine, The Uniter and Air Canada’s enRoute magazine.
We will utilize Facebook, Twitter,
Pinterest ,Instagram and YouTube
to build awareness and engage
with our publics.
We will also gauge public interest
for our Pop-up art gallery
competition and their art tastes to
determine our future exhibits.
Facebook will be used to regularly post
information such as fun facts about art,
events happening in the Exchange District,
local artist profiles, etc.
Twitter will be used for timely news such as
new artist profiles, new exhibits, special
events, fun facts about art, and for asking
We will also create a #WPGArt hashtag.
Instagram will be used to engage withWinnipeg art
Pinterest will will feature our current artwork, our
desired artwork, our current exhibits. All our pins will
drive our followers back to our websites.
We will encourage our followers to create a new board
titled ‘#WPG Art.’ in the Art category and pin their
favorite artwork from our Pop-up art gallery
We will conduct benchmark study to measure current public
awareness and perceptions within and outsideWinnipeg before
starting our public relations campaign
We will use Google analytics, Facebook analytics, and Cisco’s media
monitoring services to conduct interim « progress » research and
again in 2018 to measure our final results
We will compare sales and attendance rates from 2013 to 2018
We will count how many Pop-up artwork pictures were taken on
Instagram or repinned on Pinterest
We will survey Dine with Art attendees to gauge their interest levels