Bringing Art to the Masses

Challenge

During construction of the new gallery, visibility was a priority.

In the 10 months leading up to its opening in April 2009, PRG’s PR and marketing team and graphic designers were to help the Eastbourne-based art gallery engage with the public through the press, events and marketing.

Solution

The Towner Art Gallery, opened in an 18th century manor house in Eastbourne in 1923, relocated in April 2009 to a new, modernistic, purpose-built facility adjacent to the town’s Congress Theatre.

We coordinated public information stands with a chance to meet Towner’s management team, regular press updates and tours of the building, competitions and the launch of the modernised logo.

A series of coasters carrying the Towner logo and its latest news strengthened brand recognition and developed relationships with local and regional businesses and organisations, enabling the gallery to contact new and existing followers in places including town centre cafes, bars, tourist attractions, the Tourist Information Centre, and the home of Eastbourne Borough Football Club.

Towner’s impressive 2,300m² space includes temporary exhibition galleries of international standard; fully accessible Towner Collection display, storage and research facilities; a suite of rooms for workshops, events and meetings; large-scale exhibition halls, for both conference and art exhibitions; a top floor café and terrace with views of the South Downs, and a gift shop.

Result

Our PR activities generated print coverage worth more than £61,000, as well as thousands of pounds worth of live and recorded television and radio coverage over the venue’s launch weekend.

Working with Towner, we helped attract more than 3,300 people to its opening weekend and 20,000 visitors in the opening three weeks.