AKA Scotland work on media planning and buying for National Galleries of Scotland. Across the Autumn/Winter period, National Galleries Scotland hosted a number of exhibitions and events, celebrating some of the world’s most exciting art, including work by Warhol, Toulouse Lautrec and Palozzi. Our challenge was promoting this diverse selection of artists to an audience target of culturally engaged adults and tourists. We recommended marketing all the exhibitions together in one joined-up campaign. The season of exhibitions would be compelling and will draw people to them because many of the names are ‘big hitters’, but wanted our marketing to work harder to attract new audiences, drive traffic to our website (including our online shop) and digital engagement.
The resulting season campaign was highly targeted across digital programmatic channels. Widespace Cube format with map locator was used – ideal for directing tourists with a directional call to action. In addition, there was takeover format targeting to reach other core audiences who will be more aware National Galleries of Scotland location. To compliment this we used digital 6 sheets on Princes Street, social media including a Snapchat filter and press partnerships. By cross marketing all the different exhibitions, the strategy has delivered budget efficiencies, maximised media coverage and will drive audiences to experience more of National Galleries Scotland has to offer.