Marketing/Audience Development
Harris Museum & Art Gallery, Preston
‘Find inspiration’ collections campaign
The Harris Museum & Art Gallery wanted to raise the profile of its permanent core collection, which had never been the subject of a dedicated marketing campaign and yet was viewed as a collection of national significance. I devised and managed a communication campaign which aimed to remind lapsed and current visitors of what else was inside the museum besides temporary exhibitions. It also centred on promotion of the Harris website, which had not received any formal marketing since launch.
Working with creative agency The Cafeteria, a visually-striking campaign identity was produced, suitable for use across different communication channels, including teaser-cards, 6 sheet and bus advertising, online promotion and exterior signage. Targeting commuters, students and city centre urban dwellers, key images were chosen to present the Harris collection afresh, and linked strap-lines were conceived such as ‘find inspiration’, and ‘find tranquillity’ to match both the bold collection images but also the museum’s core identity. During the campaign, website visits doubled from that of the previous month. Although this cannot be wholly attributed to the campaign – it is certainly thought to have been a contributing factor. Actual visits were also up year-on-year.