Tony Blow

National Galleries of Scotland

Summer exhibitions 2019

National Galleries of Scotland needed a marketing campaign for the season which brought together unrelated exhibitions at disparate venues under a single idea. The challenge was to do this while still respecting the curators, art and artists involved in each show.

Stand worked closely with the NGS marketing team to define specific visitor types to target for audience growth. We focused on the star exhibition for the season – a solo show from Bridget Riley – and Riley’s core belief that her art is a collaboration between artist and viewer. Tony drew the line between that and NGS’s wish to attract a younger audience with a love for self-expression and co-creation.

The creative solution was a campaign built around audience experience. Visitor comments and reactions to works of art became our advertising slogans. This made sometimes difficult contemporary art more accessible. It placed audience and opinion at the heart of the marketing position, giving the target demographic a voice while still being about the art.

Stand’s design team kept the look and feel playful while giving due respect to the artworks. Rollout covered everything from outdoor advertising and social media to building signage and experiential. The campaign was so successful that the NGS marketing team took it in-house and developed it onwards for the following winter season.