National Galleries of Scotland (NGS) needed a campaign for their Summer 2019 season which brought together varied exhibitions and venues under one idea. The challenge was to do this while respecting the curators, art and artists involved in each show. NGS particularly wanted to attract a younger ‘culturally curious’ audience.
Discover
The season’s star exhibit was from Bridget Riley, who believes art is a collaboration between artist and viewer. The younger audience love self-expression and co-creation. We connected the two.
Develop
We built our campaign around audience experience. Visitor reactions became our slogans. This made sometimes challenging art more accessible and placed the audience at the heart of the campaign.
Deliver
Rollout covered everything from outdoor and social media to building signage and experiential. We delivered a toolkit for the in-house team to develop the campaign with visitor input as the season progressed.
