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AKA

Core disciplines: Digital, Integrated marketing, Media planning & buying

 

As part of AKA's continuing relationship with TATE, we were delighted to work on the opening of TATE Modern's new extension, an arresting, angular Herzod & de Meuron design that has increased the overall size of the venue by an incredible 60%.

OBJECTIVES

AKA were tasked with driving awareness and visits to the brand new Blavtnik building, showcasing the beautiful design and the world class instillations that reside inside it. One key factor of the brief was to reach new audiences to broaden the demographic of visitors to the gallery, outside of their core audience. 

DELIVERABLES

AKA developed and executed a multi-phase advertising campaign. As with all our work, audience analysis and insight was the starting point, ensuring we understood the multiple audience groups and how best to reach them. Once we had this information, we executed a multichannel campaign incorporating Out of Home, print, social media and display, with a focus on attracting visitors from TATE's core audience group, as well as developing new ones, driving first time visits. 

RESULTS

The Blavatnik Building received 143,000 visits in the first three days of the expanded modern art gallery opening its doors. On the first Saturday alone, there were more than 54,000 visits, around double the usual visitor number and the highest ever attendance for a single day!

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