How do you create a campaign which encourages the public to identify, discuss and celebrate the best of Yorkshire’s oil paintings, whilst at the same time raising the profile of the regions key works of art?
With the five Museum and Gallery Services in Yorkshire taking part; Sheffield, Leeds, Bradford, York and Hull, there was a wealth of oil paintings to choose from! Following consultations and focus groups a shortlist of 100 paintings were finally chosen and we were all set to find ‘Yorkshire’s Favourite Painting.’
Our idea was to offer the public the chance to win a copy of their favourite painting by voting for it online or at one of the participating venues in the ballot boxes, encouraging participation in the campaign and starting the debate.
The marketing campaign is bright and contemporary, using real people and showing how they would display their favourite painting if they were to win. Showing the painting in the home, at work and at school shows the different scenarios in which the winning painting could be displayed.
Central to the idea is the website, allowing the public to choose their favourite painting, explaining why they like it and where they would hang it should they win. These ‘stories’ can be in written form or through a video upload and actively encourages the public to engage with the art and express how it makes them feel.
The website received a large number of visitors and attracted over 600 ‘stories’ in six weeks, showing a great interest in the art collection and raising the profile of the galleries and museums involved.
When the winning stories were announced a large amount of PR was generated for the museums and the website.