The Tate’s recent exhibition Pre-Raphaelites: Victorian Avant-Garde was a major retrospective of Britain’s first ever modern art movement. Given this and that the collection boasted work by Millais, Rossetti and Burne-Jones to name just a few, it’s unsurprising that demand for tickets was high.
Our comprehensive promotions campaign to support the exhibition encompassed newspapers, magazines and online promotions as well as partnerships with key retail brands to maximise exposure.
Using a tailored approach, we targeted the ABC1 female Londoners who had a keen interest in the arts. This included Elle and Red magazine, Emerald Street and Stylist, Tatler, Homes & Antiques, Woman & Home and Delia online. In addition we covered a broader demographic with high profile promotions in leading national newspapers including Guardian, The Daily Telegraph and the Independent and I Magazine.
In addition, we developed a promotion with Geronimo Inns, the high end gastro pub chain, across the company’s 30 sites in London and the Home Counties. This activity enabled the Tate to reach over 30,000 customers via a receipt wallet handed out with every bill. We also secured an in-store promotion with the locally based luxury florist Nikki Tibbles Wild at Heart, who created a bespoke bouquet inspired by the exhibition.
Via a range of tactical sales promotions and brand awareness initiatives, the campaign reached nearly 5 million people and maintained the presence of the exhibition throughout its run at the Tate Britain.