Warwick Arts Centre (WAC) approached us to promote a unique art exhibition. The Tate Liverpool presents John Piper ran from Tue 1 May – Thu 21 Jun 2018 at WAC Mead Gallery It showcased the work of the renowned artist John Piper, perhaps most well-known for designing the stunning stained-glass window in Sir Basil Spence’s Coventry Cathedral, inaugurated in 1962. The free exhibition was to be promoted to art lovers as well as local families, so two very different audience types.
What we did
The campaign included a combination of outdoor and digital advertising targeting the Coventry and Warwickshire area. The outdoor activity utilised the main rail stations into the city centre during half term to take advantage of reaching families on days out. The exhibition was also advertised in on the local press combining a print advert and banners served on their online news platform. The digital activity used Facebook adverts to advertise to families and also those who had interest in art and creative pages on Facebook to capture art lovers.
Because the event was free and not ticketed, it was difficult to measure success directly, other than a strong click through rate on Facebook of 1.42% and WAC staff counting average visitors each day. This reached an average of 155 visitors each day which was received very positively from staff. Qualitative response was more important for this event with staff reporting visitors really engaged with the exhibition. We also saw really positive responses on Facebook with multiple comments about how good the exhibition was and also sharing with other friends and family on the platform to encourage ‘word of mouse’.