The Challenge
To develop audiences and increase footfall for the Autumn Battersea Affordable Art Fair.
To increase the number of ‘walk-ups’ to the fair during the open days and to ensure that the positioning of the campaign reflecting the timing and urgency of attending the fair as an event.
To ensure we carry over results from new audiences to the Spring Hampstead Fair and develop in SW London.
To ensure we achieve all aims without alienating the core audience of affluent achievers and engaged art audiences.
With the new Thames Clipper route stopping at Battersea Park distribution should also be focused on key pickup points.
All of the above without alienating our core audience of Affluent Achievers and the engaged arts audiences.
Print
30,000 flyers, A5 two sided
50 A4 posters
The Strategy
The core affluent and art focused audience was targeted through our Contemporary Culture, Urban Creativity and Gallery runs. This ensures a healthy mix of cultural consumers, affluent 25-35 year olds and art enthusiasts are covered in key venues such as Tate, V&A, Whitechapel Gallery, Battersea Arts Centre, Royal College of Art Battersea, Barbican.
A hyper-local focus was generated around 3 weeks before the exhibition to encourage key ‘walk-ups’ through our Racked Neighbourhood Runs in Battersea, Wandsworth, Clapham, Richmond, Kew, Fulham, Putney, Barnes and Wimbledon.
Previous bookers to the Hampstead Fair were identified through postcode analysis and then picked up on key Racked Neighbourhoods along the London Overground line connecting North London to Clapham Junction.
Competition on LC.com was launched to provide additional awareness of the fair and provide data capture.
The Results
750 individual venues were visited across a 6 week campaign – distributing 30,000 flyers and 50 posters (all local to venues to Battersea).
All key audience and geographical objectives were met and 2018 brief indicates that previous development areas have now become part of the mainstream booking group.