CAMPAIGNS
Nick Cave: Feat.
Chicago-based artist Nick Cave produces work in a wide range of mediums, including sculpture, installation, video, and performance. His creations, bursting with color and texture, are optical delights that can be enjoyed by audiences of all ages and backgrounds. A deeper look reveals that they speak to issues surrounding identity and social justice, specifically race, gun violence, and civic responsibility. Along with broadcasting an increasingly urgent call for equity, Cave wants his art to spark viewers’ imaginations and aspirations. This exhibition’s title, Feat., refers to the exceedingly hard work that goes into attaining success. The materials featured below show a selection of the marketing campaign I executed in 2018 to promote the stunning exhibition by internationally acclaimed artist Nick Cave.
Roles
Marketing Director
Graphic Designer
Creative Director
Employer
Orlando Museum of Art
Year
2018
Cover Image
Installation view of Feat. by Nick Travaglini
Campaign Summary
Rather than displaying the comprehensive marketing campaign plan that I used on this exhibit, I elected to only show the highlights of the plan utilized to promote Feat. Below, you'll get a glimpse of the marketing materials that were produced, the marketing strategy, partnerships and metrics from the exhibit.
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Marketing Materials
PRINTED INVITATION
Finished Print with Holographic Foil Stamping
Creative Direction: me / Layout by Connor Bouchard / Front graphic designed in collaboration with Bob Faust. Source photo by James Prinz.
Finished Print with Holographic Foil Stamping
EXHIBITION INTRO WALL MOCKUP
Nick Cave: Feat. mural, 2017. Adhesive vinyl wallpaper. Designed in collaboration with Bob Faust. Source photos by James Prinz.
EXHIBITION INTRO WALL INSTALLED
Exhibition intro wall. Photographed by Stephen Allen.
GALLERY GUIDE
ANNOUNCEMENT
WEB ASSETS
OUTDOOR BANNER
Graphic designed in collaboration with Bob Faust. Source photo by James Prinz.
BUS STOP POSTERS
Marketing Strategy
Once we sent out the save the date and printed invitations to our members, we continued to promote the exhibit through our weekly newsletter and in-house TV monitors through the museum. The exhibition intro wall acted as an in-door banner to promote the exhibit to guests who visited while it the show was being installed. We also also launched a digital ad campaign on social media and through our media partners Bungalower, Orlando Weekly and Orlando Date Night Guide. After executing these parts of the campaign, we held a media preview with Orange County’s most prominent media outlets to give them a first look before it opened to the public. Below, you will find select photos from the opening reception, an engaging gallery activity, cross promotions and more.
OPENING RECEPTION
On average, the museum’s opening receptions would average somewhere around 5-600 guests per opening. Due to our marketing strategy which included inviting local influencers, community partners and media partners, we had over 900 guests in attendance. We also opened another exhibition titled “Purvis Young and His Angels” which made for an amazing evening full of inspiring works of art. Event photos by Nick Travaglini and Connor Bouchard.
GALLERY ACTIVITY
During the run of the exhibition, guests had the opportunity to participate in a textural gallery activity. The exhibition itself was comprised of many interesting materials that guests were tempted to touch but since they were not permitted to touch the art, the Education Department created a gallery activity that allowed people to touch similar objects that were used in the show. Thousands of people participated and interacted with the installation through the duration of the exhibit. We also coordinated a very special tour with partially blind/visually impaired students so that they could experience Nick Cave's work through touch.
INTERACTIVE SOCIAL MEDIA CAMPAIGN
In an effort to engage people in-person and online, I developed an activity that encouraged our followers and museum guests to participate in a drawing activity utilizing Instagram Stories. At the time, Instagram Stories was not as ubiquitous as it is now because Snapchat was the leading platform for “Stories” in the fall of 2018. Since we had a larger following on Instagram, we thought it would be a better vehicle for the activity. We asked our followers to use the platform's drawing tools to design their own Nick Cave inspired “Soundsuits” using templates we provided them. After a month, we made this activity available with the gallery so that more guests could participate. We combined the campaign with giveaways and it grew our social media following while elevating the profile of the exhibit in the community in a fun and engaging way.
INSTRUCTIONS
SELECT SUBMISSIONS
CROSS PROMOTIONS
We partnered with local influencers, the Mall at Millenia, local artists and many more organizations to cross-promote one another’s events. We were also able to work with select media outlets to receive in-kind promotions. A first for the museum – we were lucky enough to have Nick Cave’s video art play in Times Square in New York as well!
Exhibition Video
PROMOTIONAL VIDEO + SOCIAL AD CAMPAIGN
We partnered up with Vadela Agency to produce a social media-friendly promo video to promote the exhibition on all of our marketing channels. We also ran a paid campaign on both Facebook and Instagram to increase visitation to the exhibition.
Partnerships
In partnership with my Development Department colleagues, we formed strategic partnerships with community businesses to support the exhibition and education programs. We formed a mutually beneficial relationship with the Mall at Millenia and Bloomingdale’s to create off-site events that aligned with their Fashion Week to support both of our initiatives. The mall also provided us with store window space that was vacant to design an advertisement in a high traffic area of the mall. We also were given access to their video screens in the atrium to play an art performance by Nick Cave.
EXHIBITION SPONSORS
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National Endowment for the Arts
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PNC Bank
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Mall at Millenia
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Bloomingdale’s
FASHION INSIDER EVENT
The Orlando Museum of Art team was invited to join the Mall at Millenia at their new fashion week event titled “Fashion Insider” and promote our new exhibition by artist Nick Cave. All attendees received vouchers to go to the museum and see the exhibition for free. It was an evening full of art, music, and fashion.
ARTIST PERFORMANCE ON ATRIUM VIDEO SCREENS
The video performance aired on the atrium screens on repeat for about 2 months during the exhibition’s run in one of the most populated areas of the mall reaching a diverse international and local audience.
ADVERTISING SPACE
The Mall at Millenia graciously allowed us to use their vacant space previously inhabited by Teavana to display a sprawling advertisement for our exhibition. This area was near the atrium and benefited from the high traffic the mall experiences in the fall.
BLOOMINGDALE’S
During the run of our exhibition, guests who visited Bloomingdale’s were exposed to our promotional materials for Nick Cave’s show. The mannequins in the area were also dressed in that season’s trends which also happened to complement the colors in our vinyl graphics. Another great part of this partnership was that guests making purchases received a coupon to see the exhibition and a portion of the purchases came back to support the museum. After the exhibit opened, we held a very exclusive event for the museum’s top donors where we partnered with Bloomingdale’s once again to have an intimate fashion show featuring models styled with inspiration by artist Nick Cave, who coincidentally has a background in fashion.
LAKE NONA BEACON WALL
In the evenings, the “Beacon Wall” in Lake Nona projects videos onto its hourglass shaped surface. We were lucky enough to play one of the artist’s video works to promote the exhibit during its run extending our reach to the Lake Nona area.
Exhibition Photos
Installation images photographed by Stephen Allen and Connor Bouchard.
Metrics
Attendance numbers and social media stats during the run of the exhibit from September 14 – December 31, 2018.
