The document summarizes the marketing campaign for an exhibition on Canaletto and his contemporaries at the National Gallery in London from 2010-2011. The campaign had targets of 110,000 visitors and effectively promoting the exhibition to different audiences. It utilized outdoor, print, and digital advertising. Partnerships were formed with organizations like ATOC and Fortnum & Mason to promote the show. Events like "Friday Lates" and a student night helped engage local workers and students. Competitions on Flickr and for a trip to Venice were also part of the campaign. The exhibition was a success, attracting over 122,700 visitors and increasing engagement with the permanent collection.

1. The Challenges of Marketing a Very Special ExhibitionRachel Dingsdale – The National Gallery

3. Targets for the campaign

4. Campaign Design

5. Outdoor media and advertising

6. Print and on site promotion

7. E marketing and social media

8. Sponsor contra campaign

9. Partnerships and promotions

10. Friday Lates

11. Students

12. Flickr competition

14. Free entry to the permanent collection

15. Education/ interpretation programmes

16. Conservation and research

18. Celebrating the great works of Canaletto one of the best loved artists in Britain

19. Exploring the work of his lesser known rivals and associates including Luca Carlevarijs, Michele Marieschi, Bernardo Bellotto and Francesco Guardi

21. Canaletto, The Entrance to the Grand Canal, looking East, with Santa Maria della Salute, about 1741 © The Fitzwilliam Museum, University of Cambridge

22. Canaletto, Santa Maria della Salute and the Entrance to the Grand Canal, looking East, 1744 The Royal Collection © 2009, Her Majesty Queen Elizabeth II

23. Canaletto, The Riva degli Schiavoni, looking West, about 1735 © By courtesy of the Trustees of Sir John Soan’s Museum, London

24. Modern Perspectives! Clive Head Ben Johnson

26. Effectively target audiences identified for the show

27. National Gallery core audience

28. Culturally interested/aware

29. Contemporary art audience

30. Overseas tourists, Domestic tourists

31. Fans of Canaletto, Travel/Grand Tour enthusiasts, photography and architecture

32. Students

33. Local workers

34. Forge partnerships to broaden the reach of the exhibition in terms of awareness and footfall

35. Encourage engagement with the permanent collection – visits, website, e news and social media sign up and engagement

37. Outdoor Media and Advertising Large format rail sites, 12, 16 and 4 Sheets on the rail and tube

38. National press, art magazines and online advertising

40. Print reciprocals

42. E news reciprocals: NPG, RA, Wellcome, NT etc

43. E cards, opening, events, competitions and last chance

44. Facebook: Over 42,000

45. Twitter: Over 8,000

48. Awareness raising (posters via station footfall and e newsletter article to 450,000 subscribers)

51. Promoted through e cards, targeted advertising and social media

53. The night - over 200 students - Ben Johnson talk – private view

54. Student discounts

56. The prize: presence on the Gallery website with feedback from the judges, and an exhibition

57. Promoted through the e-newsletter, e-cards, Facebook and Twitter.

58. Total number of entries: 173

61. Effectively target audiences identified for the show

62. National Gallery core audience – e news, e cards in house print and posters, What’s On

63. Culturally interested/aware – media campaign and print distribution/ promotions, ATOC and reciprocal marketing

64. Contemporary art audience – Modern Perspectives campaign/ Flickr comp, social media

65. Students – Student night and promotion of the show via Fresher fairs

66. Local workers - Canaletto Lates promotion

67. Forge partnerships to broaden the reach of the exhibition in terms of awareness and footfall - ATOC, F&M, Reciprocal marketing

68. Encourage engagement with the permanent collection– Attendance: room 1: over 140,000 Friday Lates: 97,228 after 6pm – attendance up for the permanent collection for the run of the show

69. Data capture through competitions and partnerships