The Winnipeg Art Gallery’s summer 2018 exhibition was a shows combined from two different sources, The Brooklyn Museum and the National Gallery of Canada. To the public this would appear as one blockbuster show. WAG surveys indicate that impressionism is the most popular style of art to their members and a boomer audience, but WAG also wanted to attract a younger demographic. The strategy was to make the impressionist artists, who were the rebels of the art world in their day, relatable to a younger audience. A teaser campaign (January-March) was developed using a series of words (Revolutionary, Scandalous), used in actual reviews from the time that we knew would intrigue the viewer. This was delivered through outdoor and online advertising meant to drive people to a micro website. The web site told the stories of individual artist in a Hollywood Squares structure. In April we shifted to Two Strokes That Changed the World to bring the art style into the discussion. Six weeks before the opening we moved into the main campaign, we refreshed the outdoor, social media and online campaign. We added the Paris Gazette, a four page tabloid newspaper from April, 1874 that decried the Impressionists and their work. We wrote most of the newspaper, with pieces from WAG curators and historians, to further intrigue the public. This was delivered in specially constructed newspaper stands at the Forks and Assiniboine Park as well as other locations throughout the city. Broadcast TV spots, a Google campaign, and event marketing were added and ongoing during the summer.

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