Brief: Europe’s leading large-format digital printer, Structure-flex, was looking to raise awareness of its expertise and print capabilities amongst a new audience and to gain entry into the creative industries. Internationally-renowned rock photographer, Nick Elliott, was looking to do introduce his photographic art to the public on a large scale.
Solution: A collaborative project was recommended – Size Matters. Innovative, ambitious and challenging, Size Matters was an outside art exhibition of 13 images of famous musicians shot by Nick, produced as individual exhibits by Structure-flex at an incredible 8 meters high. It is believed to be the first time something on this scale had ever been done – a world first.
An integrated marketing campaign was undertaken including:
~ Project Management: from concept to event conclusion including crisis management
~ Media Relations: a pro-active campaign to target specific print, online, and broadcast media
~ Promotion: to ensure Size Matters was included in pre-promotions, as well as visible onsite
~ Online: creating an independent web page, news room feed, and e-commerce facility
~ Social media: Twitter, Facebook, Flickr, Instagram, Snapchat, and Periscope were maximised
Results: Size Matters was launched at Pageant of Power festival, held at Cholmondeley Castle, Cheshire, to an audience of 65,000 over three days and was even visible from the air.
The exhibits were all house-hold music names and positioned to create an outside auditorium either side of a festival stage where Rick Parfitt Jnr Band and The Tenors of Rock both performed over the festival.
Individual boards were produced and positioned alongside each exhibit telling the story behind each image and a title-board carrying the show title and client branding was clearly visible. The exhibition also featured in the Pageant of Power programme, including a request for visitors to talk about it on social media using the hashtag #SizeMatters.
The domain name sizematters.photography was secured and an online portal created linking to Nick’s news room, both client’s websites, flickr, twitter, and facebook. The reach achieved from the online activity over the first 3 weeks totalled over 715,000.
Social media engagement included re-tweets, shares and conversations with 6 of the 13 music artists, including; Beverley Knight, Deep Purple’s Glenn Hughes, Thin Lizzy’s Ricky Warwick, E-Street Band’s Nils Lofgren, Black Stone Cherry, and Voodoo Six.
An e-commerce site for the selling of fine art images from the exhibition was created at: nickelliott.eu/size-matters and outstanding sales were achieved in the first month.
Media coverage was obtained in 28 titles, radio shows, and online journals consisting of features, interviews and photographs of the event. All coverage was positive and totalled a reach of 638,000.
Total reach for the whole campaign recorded was 1.5 million.