Hello, My Name is Paul Smith
The Lighthouse secured the world renowned exhibition Hello, My Name is Paul Smith, a travelling exhibition by the Design Museum London, and as part of the retained work, Aura was briefed to raise awareness of the activity.
It was agreed we would use the PESO model of paid, earned, shared and owned media, directly engaging audiences across Glasgow and the central belt, who may have an interest in fashion and design.
The strategy was set out with a fair budget for paid media activity, and by working closely with the Design Museum and Paul Smith, we would maximise any opportunities to raise awareness of the exhibition.
Through 1) an announcement of the exhibition coming, 2) the launch of the exhibition and 3) a further talk/book signing by Paul Smith, we had three peaks in the campaign activity to focus.
- Raise awareness of the exhibition pre-launch
- Sustain awareness of the exhibition Jan-March
- Ensure messaging contains name of exhibition, dates and ticket information
- Exhibition design development
- Exhibition landing page developed (with vanity URL)
- Paid media campaign across outdoor and lifestyle press, in addition to geo-targeting design community via specialist online sites
- Teaser video edited with Scottish ‘Hello’s’, a fun twist on the Design Museum London video
- Promoted posts and paid advertising across Facebook and Instagram
- Content created and owned via The Lighthouse blog, YouTube, Instagram, Facebook and Twitter
- Campaign graphics carried across the exhibition in the venue, with window vinyls, ‘Hello’ and ‘Goodbye’
- Email marketing campaign to The Lighthouse database over four months
- Press and blogger launch with Paul Smith
- VIP launch event with Paul Smith
- Key exhibition and press photography with Paul Smith
- Media relations campaign for three peaks, supported by maximising reach through paid media (see above)
- Sponsorship liaison with SONY
- Consistent collaborative working with the Design Museum London, Paul Smith and The Lighthouse
A flavour of the key outcomes
- Over 41,000 unique viewers of the website exhibition page with the call to action to buy tickets
- Over 8,000 viewers referred via social campaigns to the website exhibition page
- 87 pieces of media coverage including 100% positive nature – highlights include TV coverage across STV and BBC, plus five page interview feature with Paul Smith in The Herald magazine, followed the next day with a six page fashion special in the Hello, My Name is Paul Smith exhibition
- Paid social campaigns demonstrating return, reaching up to 37,000 people – strategically targeted
- Paid outdoor campaign reaching residents across west end, Merchant City and city centre for two week stints x 2
Link to coverage book with online and print coverage.