Art Museum of the North: Autumn Tour Marketing Approach
Target: Culture-interested young adults and adults with a passion for visual arts.
Introduction: The Art Museum of the North is pleased to present the Autumn Tour,
a captivating art exhibition. To generate attention, curiosity, and facilitate visitor experience,
we have developed a combination of digital and physical marketing initiatives. These efforts aim
to engage a broad target audience across multiple geographical locations.
Digital Channels: Utilizing social media, engaging website content, and targeted online ads,
we will create buzz and provide comprehensive information about the exhibition. Through our
digital presence, visitors can access updates, interactive features, and convenient details
that enhance their anticipation and ease of attending.
Physical Efforts: Complementing our digital presence, we will employ traditional advertising
methods like posters and billboards in strategic areas. Collaborating with local businesses and
cultural institutions, we will promote the exhibition within the community.
By integrating digital and physical marketing strategies, we aim to reach a diverse audience, generate interest, and ensure an unforgettable experience at the Autumn Tour. We look forward to sharing the beauty and significance of the exhibition with art enthusiasts from various backgrounds and locations.
This concept is about the interconnection between personal development and geographical location, particularly highlighting its significance for minority communities. It plays with the phrase "where you are, is part of who you are" to emphasize the impact of location on individuals. In the design, the absence of eyes in the silhouette symbolizes how minority cultures often go unnoticed or are marginalized. It represents the frustration and longing for equal rights, which becomes even more evident in their absence.
The second part of the poster adopts a clean and minimalist style, offering a stark contrast to the first part. Its simplicity and elegance enhance clarity, ensuring that both the sender and the information are easily understood. Despite its clean shape, this section effectively occupies a significant amount of space, making a strong visual impact. Although the poster can be physically divided into two parts, it is designed to function as a cohesive unit. The two elements complement each other, forming a dynamic whole that captivates and draws attention.
The banners serve as a seamless continuation of the poster design. Both vertical and horizontal banners will be utilized, each with a distinct focus. The vertical banners will feature the face as the central element, maintaining consistency with the poster's visual theme. On the other hand, the horizontal banner will adopt a clean design inspired by the Art Museum's logo.
By employing the repeated graphic form across various platforms, including web and physical spaces, we aim to establish recognition and foster a sense of connection between different locations. This consistent branding approach will create a cohesive visual identity, enhancing the overall impact of the campaign.
The social media efforts will consist of two key components. Firstly, we will utilize a video that is also used in the video booth to promote and sponsor across all of the Art Museum's channels leading up to and during the exhibition. This approach will effectively generate attention and disseminate information in a visually appealing and impactful manner.
Simultaneously, we aim to leverage the participating artists in the exhibition by providing them with an opportunity to take over the Art Museum's social channels. This will enable them to create captivating and engaging content according to their own artistic vision. By incorporating the artists' perspectives, we can infuse the social channels with vibrant and dynamic content that evolves over time, attracting attention and fostering a sense of liveliness.
By combining these strategies with the touring exhibition, we can ignite curiosity about the offerings of the Art Museum in Norr, establishing an ongoing interest and anticipation among the audience.
A video booth will be strategically set up in a selected convenience store or shopping center
within the municipality where the exhibition is taking place. Inside the booth, a compelling trailer
will be displayed, showcasing various video artworks alongside information about the sender
and details regarding the exhibition's location and schedule. The booth itself will be deliberately anonymized, designed to pique curiosity. From the outside, it appears as a mysterious message
with an unclear sender, but those who venture to the peephole will be rewarded with insight,
inspiration, and valuable information about the art exhibition.
Convenience stores and malls attract a diverse cross-section of the population within a city.
By branching out beyond traditional channels such as daily newspapers or social media, we can effectively reach and engage a wider target audience. This approach ensures that the exhibition's promotional efforts are not confined to typical platforms, allowing for greater exposure and
capturing the interest of a broader demographic.
As part of our marketing strategy, we will use large stickers or temporary paint to create eye-catching visuals in the center of the municipalities where the exhibition is taking place. These striking visual elements will serve as guideposts, directing curious individuals to the exhibition hall. By placing the stickers or using temporary paint on the ground, we accomplish two objectives: informing visitors about the ongoing exhibition and ensuring clear directions to its location. This unconventional approach will capture attention and create a sense of intrigue. The unique visuals on the ground will stand out, enticing passersby to learn more about the exhibition. This innovative and engaging tactic goes beyond traditional methods, effectively reaching a wider audience and generating curiosity among individuals who may not actively seek information through conventional channels.
This unique approach ensures that even those who may not actively seek information on message boards or social media platforms are informed about the exhibition. Placing stickers or temporary paint on the ground is an unexpected and attention-grabbing method that sparks curiosity and prompts individuals to want to learn more. It deviates from the norm and ignites that little spark of curiosity, enticing people to delve deeper into the exhibition.
