Wednesday, 7 February 2018

Art Fund: Brief + Interpretation

'Campaign to drive sales of Art Pass to students'
  • 1903
  • what does it mean/allow?
  • National Art Pass
  • £65 down to £5
  • limited number
  • use of scarcity could work as a method as it is only available in October + December
  • galleries + museums = educational and fun
Insight / Why
  • dominated by technology, scrolling through 300ft of content per day (height of the statue of Liberty)
  • any spare moment now seems to be filled by a screen of some kind
  • feel uncomfortable about the prevelance of technology in their lives and do wish to 'switch off' more
  • museums and galleries are peaceful, physical spaces where you can take time to really take in your surroundings, think deeply bout something, get inspired, or jsut relax for a couple of hours
Key messages
Primary: Student National Art Pass can help ypu switch off, relax and find inspiration
Secondary: A whole year of art for just £5

Deliverables and things to think about:
  • posters
  • on campus stunts
  • university intranets
  • digital screens in lecture halls
  • university magazines/papers etc.
  • social media - sponsored posts on facebook, social accounts of unis, social accounts of venues or influencers
  • partnership with relevant brands
  • partnership with organisations - raise awareness, sketchbook brand, earphone brand, travel company to promote envirnoment inspiration all year around, disposable camera to show unedited experiences
Considerations
  • how to make the release of Student Art Pas feel like and event
  • can use works of art, but don't have to 
  • think digital first
  • make clear the scale of the pass (national, hundreds of venues etc.)
  • testimonials from students could be used
  • limitied production budget
Mandatories
  • the name of the pass (Student Art Pass) 
  • reference to the price (£5)
  • where students can find out more or buy the pass (web address or search suggestion)
  • treat Student Art Pass as a stand alone product, with no comparisons to the price of the National Art Pass

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