We advertised the location of the great works to drive attendance.
Launching advertising in outdoor, press and digital, we worked alongside PR to drive awareness of the National Art Pass under the umbrella of our organising idea, Never Without Art. All media was placed in or around relevant art editorial (apart from front page premium placements). We made the pass itself the hero of the activity and devised a weekend-long promotion with The Guardian and Observer, our prospects’ newspaper brands of choice. The activity centred around a weekend promotion offering a free 3-month ‘trial version’ of the Pass. Multi-platform activity drove people online to sign up for the trial.
We created a bespoke hub on the Guardian’s Culture site called Art Weekly. This housed information, critiques, art guides and gallery recommendations designed to inspire a life with art. This was promoted across all Guardian platforms, including print, online and social. We also created a joint newsletter that went out to the Guardian’s own art audience segment the ‘culture vultures’ – also called Art Weekly. This partnership was so successful that the Guardian continue to produce this today – even without any funding from the Art Fund.
Working closely with TFL, we produced 100 creative executions across more than 430 sites and developed a media approach that allowed us to tailor each ad to its location – referencing how close people were to intriguing works of art, in steps, stops or minutes. Whilst we didn’t expect people to change their plans and visit these venues straight away, the work was designed to drive response and we included a prominent call to action (Search: National Art Pass) to drive people online to find out more about the National Art Pass and what was on around them.