National Galleries Scotland

Across the summer of 2018, National Galleries Scotland are host to a number of exhibitions and events, celebrating some of the world’s most exciting art, including work by Rembrandt, Emil Nolde and Victoria Crowe. Our challenge was promoting this diverse selection of artists to an audience target of culturally engaged adults and tourists during the busy summer months in Edinburgh, when achieving cut through is challenging. By smartly consolidating budgets, we were able to maximise media spend and achieve more impact, reach and frequency with our media channels – utilising impactful ad spaces, prominent positions and engaging content. The resulting ‘Colours of Summer’ season campaign has rolled out across a highly cross targeted digital programmatic campaign, an impactful double page spread in Metro, the eye-catching transvision digital screen at Edinburgh Waverley train station, and engaging Social Media video posts.

 

National Galleries Scotland