Ross Perth, head of marketing at Edinburgh International Film Festival (EIFF), shares this case study on ambient advertising. During the 2013 EIFF, Ross used crushed cars, strategically placed around Edinburgh, to promote a festival screening of Jurassic Park. Ross discusses how the idea came to mind only a matter of weeks before the screening. A … Read more
Ambient media is the term used to denote out of home advertising utilising non-traditional methods. It is often used in conjunction with more mainstream traditional media to create an event or spectacle in a public place. London Calling, in partnership with Ambient Media, were commissioned by the Victoria & Albert Museum (V&A) to develop a … Read more
The website creativetourist.com began as a collaborative digital marketing campaign for the Manchester Museums Consortium – nine of the large museums and galleries in Manchester city centre and The Quays. It now averages 50,000 unique hits a month from a highly engaged and loyal cultural readership, and has broadened its remit to promote cultural activities across … Read more
In 2012 Vandejong, a creative agency based in Amsterdam, created the branding strategy and campaign for the first ‘Unseen’ international photography fair, which took place at the Culture Park Westergasfabriek in Amsterdam. This case study outlines how Vandejong positioned Unseen – the first fair of its kind in the Netherlands – as a new cultural brand: a ‘photo fair with … Read more
Collections Trust is an independent organisation that works with museums, libraries and galleries to help them improve the management of their collections. For the past two years, Collections Trust has organised a campaign called Hidden Treasures aimed at engaging the public with museum and gallery collections. This case study outlines the process, objectives and outcomes … Read more
Following a six month closure for redevelopment, the Imperial War Museum (IWM) re-opened HMS Belfast in May 2012. The re-launch campaign was a great opportunity for the IWM to build a marketing strategy to meet the ongoing challenge to increase awareness of HMS Belfast as a must-see visitor attraction. This case study describes how this … Read more
A story of successful tactical marketing in independent retail from a former arts marketer who opened her own greengrocer shop in 2010.
This case study from outside of the arts is worth a quick read for some evidence based ‘do’s and don’ts’ for direct mail. It’s a short Marketing Society paper (Marketing Society Scotland – Gold Star Award 2013) that demonstrates what makes an effective piece of direct mail. The ‘Make Your Winter Feel Like Summer’ campaign … Read more
Starting in April 2011, the Museum of Modern Art in New York asked its visitors to fill in notecards “I went to MoMA and …” to describe their experiences of the museum. With the simple tools of cards, pencils and tape to stick the cards on to the museum’s lobby wall, the project turned into … Read more
This comprehensive case study explores the process and planning of a large-scale exhibition’s marketing campaign from its objectives and target audience through to a percentage breakdown of campaign costs, outcomes and recommendations.