This week we had a chat with Nikki Young in the marketing team about how she put together a campaign for the show:
We started work on the campaign to raise awareness of the Susan Hiller exhibition many months ago. We began by choosing an image from the show that we thought would excite people about the exhibition - we wanted something contemporary, cool and intriguing.
The breadth of Hiller’s work and her remarkable output was really exciting, as it meant we had a huge amount to consider. In the end, working with Susan and Ann (the curator of the show), we chose a crop from Auras: Homage to Marcel Duchamp, 2008.
The image is instantly appealing and we felt that it would connect with the audiences we wanted to attract to the show. The other thing we had to think about was whether this image would work for all the different places we might like to reach people - from huge posters on the Tube to images in the papers or on websites.
We hope that people who already know her work will see this image and want to visit, and those who might not know her work will be intrigued by the image and want to discover it!
The campaign kicked off before the show opened in early January with advertising in the magazines that have monthly or quarterly circulations. Now the show is open, we’re starting to see the posters on the Underground and the images in the papers and on other websites and so on.
The poster’s up at Pimlico Tube station now. After working on a campaign for a long time, I love seeing it get out in to the wider world!
We’d love to know if you see the poster image out and about. Let us know in the comments here, or post a picture up on our Facebook page.