CAMPAIGN OVERVIEW
THE BRIEF
Guildhall Art Gallery confirmed the exhibition “Jock McFadyen and Jem Finer: Underground (and Surfaces)”, running from 27 February – 20 September 2026. The client wanted to reach audiences interested in contemporary art and sound-based projects, particularly visitors to museums, music, and sound-art venues in the City of London and neighbouring boroughs. The goal was to drive awareness of the exhibition and attract audiences likely to engage with McFadyen’s immersive paintings and Finer’s layered soundscapes.
THE CAMPAIGN
To promote the exhibition, we executed a multi-channel campaign combining print and email targeting:
Flyer Distribution – 12,000 A5 flyers distributed across some of the most relevant runs
Heart of London: City Network
Culture: Contemporary Art Network
Shoreditch/Hoxton/Haggerston Neighbourhood
Hackney/Dalston/Stoke Newington Neighbourhood
Record Shops Special
Email Marketing:
Solus email to Visual & Contemporary Art segment scheduled for the exhibition opening date.
Distribution started w/c 2nd February, with the solus email going live on 27 February. The campaign focused on high-traffic contemporary arts and music venues to maximize visibility among the target audience.
THE RESULT
Solus Email – Sent to the London Visual & Contemporary Arts segment (24,604 recipients), achieving a 31% open rate and 4.2% click through rate, indicating strong engagement from a highly targeted audience.
Print – 12,000 A5 flyers distributed across selected networks, supporting widespread visibility for the exhibition.
Overall, the campaign delivered strong visibility among target audiences, with early feedback indicating high engagement and interest in McFadyen and Finer’s work. While print distribution is less quantifiable in strict analytical terms, it plays an important role in building long-term brand awareness. Notably, the artist reported seeing the exhibition flyer in their local library, highlighting the campaign’s tangible reach and on-the-ground presence. The solus email further complemented wider digital activity, reinforcing audience engagement within a relevant arts and culture segment.
THE SCOPE
| DURATION: | Distribution w/c 16 February, solus email 1st March. |
| LOCATION: | London and surrounding boroughs, targeting art and music venues |
| DELIVERABLES: | 12,000 x A5 flyers Solus email to 24,604 Visual & Contemporary Art subscribers |
“Having worked with London Calling for many years, we were very pleased to collaborate with them again on this campaign and continue to value their sector expertise, attentive customer service, and ability to tailor activity to our specific needs.”
– Client
