The Henry Moore Foundation

The Challenge

The Henry Moore Foundation showcases the family home and estate of one of the 20th century’s most famous sculptors, with the aim of promoting his work alongside a range of innovative sculpture projects, exhibitions and research.

After successful campaigns in 2017 and 2018, our 2019 brief followed a similar formula of three sub-campaigns: overall brand and venue awareness with 50,000 flyers; the main 2019 exhibition with 20,000 flyers, and digital promotion to bolster the campaign.

The Strategy

Culture Calling ran multiple campaigns through print and digital to raise brand awareness and promote their 2019 exhibition, fulfilling this via our print display racks and digital campaigns.

Using key venues in Cambridgeshire, Hertfordshire, Essex and London, we targeted families, tourists and audiences engaged with heritage and the arts.

We then mirrored the targeted audiences in the print distribution through a multi-channel digital campaign with event and competition listings on our ‘what’s on’ website, newsletter mail-outs and three social media campaigns.

The Results

Print delivered to over 1000 venues to high footfall venues and locations with engaged arts and heritage audiences.

Following a successful 2018 campaign with over 1,454 unique page views on their listings, we’ve begun the first leg of the 2019 digital campaign, reaching highly targeted Facebook and Twitter users, our 47k list of dedicated newsletter subscribers and our website users who are highly engaged in arts and culture.

Overall, this has increased brand awareness for Henry Moore.