Client: Royal Academy of Arts (Monet Exhibition)

Brief: to create a dynamic media campaign which would promote advance ticket sales to the Monet exhibition, build awareness, drive footfall, and reinforce the message that this was a huge exhibition. The campaign also needed to remain flexible enough to allow The Royal Academy to quickly react to the marketing needs as the exhibition progressed.

Response Summary: Total Media Limited developed a media campaign that communicated that this was the ‘exhibition of the Century’, whilst carefully balancing it with other marketing input such as PR. The campaign was targeted at both the home market and tourists, in order to reach a broader audience than traditional gallery visitors.

Result: Monet was the most successful art exhibition ever mounted in this country with over 800,000 visitors in under 3 months. Over 50% of visitors were new to the Academy. Over 10,000 new Friends were recruited. In order to cope with demand, the Royal Academy became the first British gallery to open for 24 hours.

Testimonial:
“Advertising played a key role in sustaining the high levels of interest achieved through PR and also extended coverage. The high profile media combination contributed significantly to the enormous success of the exhibition. Our research showed that Total Media’s plan not only delivered the required consumer support, but also that there was exceptionally high sponsor recognition.”

Katharine Jones, Head of Press and Marketing
Royal Academy of Arts