The Courtauld Gallery is one of London’s must-see art museums. Its collection stretches from the early Renaissance to the 20th century and beyond. It is displayed in the elegant setting of Somerset House, one of the city’s most dynamic cultural venues.
The Great Impressionists is a generic leaflet campaign to be out on display from May-September 2018. Objectives are to raise the profile of the Courtauld Gallery as a must see location and increase attendance to the permanent collection from domestic and international tourists.
Secondary objective would be to develop a competitive positioning within the London Galleries scene.
Key target audience for leaflet distribution would be UK domestic visitors inc residents in counties with easy access to Waterloo and Charing Cross – Kent, Sussex, Surrey and Hampshire and International visitors (especially from US/France)
In order to raise the profile of the venue on the London art scene we placed print on our Contemporary Culture and Galleries run which covers most of London’s most prestigious art venues and art schools. It also ensures that a large part of their culturally focused tourist market were also covered through venues such as Tate, V&A, Whitechapel Gallery, National Gallery and National Portrait Gallery.
In terms of tourists we focused on our Contemporary Tourist, Traditional Tourist and Premier Hotels runs to ensure a wide coverage of international and domestic tourists of all ages and nationalities. Venues ranged from The Ritz concierge to the London Hostel Association.
We also assigned some print allocation to hand to hand work targeting visitors to Tate Modern Lates and National Gallery Lates. Again this offered an opportunity to have a dual focus on international visitors and art enthusiasts.
In order to combat the very specific request to target French and American tourists we allocated print to our meticulously researched ‘Special Runs’ for American and French tourists. Venues included American International University, New York University in London, Heathrow/Gatwick Hotels, French Language Centre and French International School.
To meet to requirement of targeting domestic tourists from culturally affluent areas in the home counties print was placed on Hampshire, Kent, Surrey and Sussex Arts & Culture runs. These include 60 key gallery, theatre, museum and art venues in each area.
680 individual venues were targeted throughout the 5month campaign and over 40,000 1/3 A4 leaflets were distributed.
All key audience objectives were met and engaged at key times during London’s busiest time for tourist footfall.
Top gallery venues for pickup included:
GUILDHALL ART GALLERY
NATIONAL PORTRAIT GALLERY
SLADE SCHOOL OF FINE ART
SOUTH LONDON GALLERY
THE NATIONAL GALLERY
VICTORIA & ALBERT MUSEUM