Spring 2013 was a busy and competitive period within London’s exhibition calendar and the Tate Modern’s Lichtenstein retrospective was on for a relatively short time. This case study plots the objectives, key elements and outcomes of the marketing campaign behind this blockbuster exhibition. The campaign strategy concentrated on building awareness among Tate Modern’s core audiences to generate excitement and anticipation and to create a sense of urgency not to miss the exhibition before it closed.
The exhibition reassessed Lichtenstein’s work and enduring legacy and was an opportunity to attract both committed exhibition audiences as well as attract new audiences to Tate Modern.
The key objectives were:
- To maximise income and attendance targets to the exhibition
- Let Pop Art and Lichtenstein fans know this is a major, unmissable exhibition
- Generate awareness and positive word-of-mouth in a crowded marketplace – get everyone talking about this exhibition
- Create high levels of engagement with Lichtenstein and with the Tate brand
- Bring Roy Lichtenstein to a new, younger audience.