Expression - Creative New Zealand
Expression - Creative New Zealand Expression - Creative New Zealand
Stimulation • Highest awareness of • Grayson Perry (75%) • Most likely to pay £9-10 • New & experimental excites them • Embrace controversial personality • Interested in coming on Friday night • Most likely to use social media
Stimulation • ‘Claire’ image • No ticket offers • Targeted first with new/experimental • Social ‘Open late Friday’ • Embrace controversial aspects of Grayson Perry’s personality • Used social media for viral campaign
- Page 7: A museum of the world, for the worl
- Page 10: 2. Grayson Perry exhibition
- Page 15 and 16: Video trailer
- Page 17 and 18: The challenge Sell 60,000 tickets a
- Page 19 and 20: 4. Culture segments research
- Page 21 and 22: Enrichment • Mature, Traditional,
- Page 27 and 28: How? 1. Online survey 2. Focus grou
- Page 29 and 30: Awareness of the artist Grayson Per
- Page 31 and 32: Overall 45% of people had heard of
- Page 33 and 34: Appeal of the exhibition title
- Page 35 and 36: 56 Would you pay? (%) 55 54 53 52 W
- Page 37 and 38: Stimulation marketing proposition:
- Page 39 and 40: Essence marketing proposition: ‘F
- Page 41 and 42: Expression marketing proposition:
- Page 46 and 47: Task • Match the statement to Sti
- Page 48 and 49: Stimulation I came because I wanted
- Page 50 and 51: Essence I came to go to a lecture a
- Page 52 and 53: Marketing strategy • Targeting ea
- Page 54 and 55: Marketing messages 1. Stimulation -
- Page 58 and 59: Stimulation 1. Viral 2. Print 3. On
- Page 60 and 61: 1. Viral
- Page 62: Stunt bear competition
- Page 76: 3. Onsite
- Page 84 and 85: Essence 1. Video 2. Blog 3. Press q
- Page 86 and 87: Video trailer
- Page 89 and 90: …it recognises that many of its a
- Page 92 and 93: Expression • Many not heard of ar
- Page 94 and 95: #craftdebate
- Page 96 and 97: 6. Results
- Page 98 and 99: Results 1. Maximum attendance (60,0
- Page 100 and 101: Results 3. Position the Museum as a
- Page 102 and 103: Research findings • 19,073 (17%)
- Page 104 and 105: 40 35 30 25 20 15 10 5 0 Culture se
Stimulation<br />
• Highest awareness of<br />
• Grayson Perry (75%)<br />
• Most likely to pay £9-10<br />
• <strong>New</strong> & experimental<br />
excites them<br />
• Embrace controversial<br />
personality<br />
• Interested in coming on<br />
Friday night<br />
• Most likely to use social<br />
media
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