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The Art Gallery of Ontario (AGO) wants Torontonians and tourists to know they’ve gotta go visit its newly redesigned location.
The gallery’s new tag line, “Whoa. Gotta go,” is part of an advertising blitz designed to draw visitors to its grand re-opening on Nov. 14. The gallery is about to unveil its $276-million renovation and rebranding after an exterior face lift by famed architect Frank Gehry and a logo redesign by famed designer Bruce Mau.
“We did a fair amount of brand research to help determine what the new brand should be,” said Arlene Madell, director of marketing and visitor services. Through research conducted by the PostStone Corporation, the AGO learned that its existing brand was “multifaceted,” and its facets were not positive.
“It was good in that people knew we had a great Henry Moore collection and a great education program,” she said. “But we also heard it was inaccessible and exclusionary. Often, art museums are intimidating.”
The new brand focuses on three key attributes: the gallery’s permanent collection, an accessible art experience, and being “leaders in interpretation…connecting people with art and helping them interpret it.”
These efforts were backed by a higher marketing budget than previous years and a change in overall strategy. Madell would not provide exact figures.
“Previously, I would put my marketing dollars towards special exhibitions or blockbusters,” Madell said. “So we’d get spikes in attendance, but then everyone would wait until the next show to come back. We have such a great permanent collection, we want people to come to experience that, and keep them coming back.”
The relaunch marketing was divided into three phases: a teaser campaign, launch period, and follow-up period lasting until Spring 2009.
“I know people will come that first time because we’re going to have so much positive PR,” Madell said “But what keeps me awake at night is ‘How am I going to get them to come back?’ ”
Toronto agency Doug had received project work to promote some of Madell’s blockbuster exhibits in the past, including recent Catherine the Great and Andy Warhol exhibits. The agency was selected from a field of 14 in July to handle all relaunch advertising and promote the new brand.
“We’re repositioning the AGO as a brand,” said Doug Robinson, agency chairman and chief creative officer, with the understanding that it competes for visitors’ pocket money against Toronto’s professional sports teams, eating and entertainment venues. “The biggest thing we’re doing is making an art gallery accessible. They can be stuffy, and we’re blowing the doors off that.”
Print ads in tourist publications and daily newspapers will begin appearing later this month, each featuring the “Whoa. Gotta go” tag line. Wild postings, which currently say things such as “Free Henry Moore” to promote free admission days, will change to show Mau’s new AGO logo as Nov. 14 approaches.
Cinema ads are also currently in-market, featuring the original sketch Gehry used to illustrate his vision to the gallery’s directors. This ad will migrate to television as the launch nears.
