SCN event 24th June - Patsy Convery presentation

• A celebration of 25 years of contemporary art in Scotland

• Over 100 artists exhibiting in over 60 venues around Scotland

• Key part of Glasgow 2014 Cultural Programme in association with the Commonwealth Games

Objectives

• Raise awareness of the GENERATION project and venues involved

• Encourage the public to visit as many of the exhibitions as possible

• To raise awareness and understanding of the importance of contemporary art in Scotland over the past 25 years

• To encourage young people to engage with Contemporary Art

Target Audiences

• Young audiences – 12 – 25 year olds• Contemporary art enthusiasts• Gallery attendees who are wary/ unsure of

contemporary art• Tourists • Local audiences

Brand guidelines

Rationale

• PR main resource for print and broadcast publicity

• Social media and website deliver digital elements of campaign

• Majority of budget focused on outdoor media for maximum visibility / effect

• Maximise partnership opportunities

Media

Media

Partner Activity

• VisitScotland– Leaflet distributed through VICs in towns and

cities who have venues participating in GENERATION

– 23 VICs in total– Posters sited in VICs also– Banners ads sited on visitscotland.com– Ads in six different languages sited on

visitscotland.com

PR Campaign Snapshot

• Key coverage in all major national newspapers and many regional newspapers highlighting the Scotland wide programme of exhibitions

• Art Journals – for example Apollo and Art Forum

• Bloggers/Online coverage• Local radio• Key broadcast coverage on BBC Scotland, BBC 2,

BBC 4 and STV

NGS exhibition

Urban Outfitters Window Art

• Collaborated with Urban Outfitters, targeting 18 – 30 year olds

• Opportunity to win chance to design the Urban Outfitters’ Edinburgh store window – Covered period 7 – 28 August– Allocated whole window & doors– Themed GENERATION: 25 Years of Contemporary

Art in Scotland

Urban Outfitters Window Art

• Brief posted on national galleries.org and promoted via social channels– Shortlisted entrants interviewed by Urban

Outfitters and NGS– Winner received £500 Urban Outfitters vouchers

& GENERATION goodies– Event held instore to celebrate install completion

By Night

• GENERATION: By Night event took place in September– Targeted towards young target audience– Music was the focus of evening, featured Optimo

and Golden Teacher– Tours of exhibition and curators on hand to

answer questions• Collaborated with List on content and evening

Nationwide Results

• Total attendance: 1.3 million visitors to all of the exhibitions throughout Scotland

• Over 65,000 participants in the learning and engagement sessions throughout all of the venues

• Guide sent to every single secondary school in Scotland

NGS Results

• NGS - 400,740 (up until 31 December 2014) vs 243,907 forecast

• 23% of visitors were under 25*• 80% of respondents who visited the exhibition were

likely to talk about it in a positive way*• 45% of respondents were attending their first exhibition

and were likely to attend more as a result*• Under 25s were more likely to report feeling excited

when they walked into the exhibition**N.B. All results based on interim findings from 4 July to 18 October 2014.

Digital ResultsMulti-channel digital offer:• generationartscotland.org• Twitter, Facebook, eBulletins• Mobile app – ArtHunter takeover• nationalgalleries.org/generation – trails, features, videos• In gallery touchscreens• 90 online features • 17 videos • Interactive timeline• Legacy site

Stats for generationartscotland.org • User sessions - 119,932• Page views - 770,587• Avg. session duration - 8:15