For Masters of modern art from the Hermitage at the Art Gallery of NSW, I researched partners, cold-called and pitched in person. Each approach needed a clear answer: what would make this worthwhile for their business and audience?
Campaign image: Pearsons Florist.
Finding local audiences through partners
The Gallery wanted to reach audiences across Sydney and NSW alongside its own marketing. I looked for partners whose customers had a reason to be interested, from florists and cinemas to cultural organisations and radio.
Flowers to sell and space to offer
With Pearsons Florist, a Kandinsky-inspired bouquet gave customers something to buy and the florist a distinctive product story. Selected purchases included two exhibition tickets, connecting the flowers with a visit to the Gallery.
The exchange with Bauer Media started elsewhere: BELLE needed a venue for its ArtStart opening event. I negotiated use of the Gallery foyer in return for advertising support. The arrangement covered the space, with catering, drinks and security excluded.
From shop displays to subscriber offers
Pearsons brought the exhibition into six stores, its online shop, newsletter and Instagram. Cinema and cultural partners offered tickets and exhibition books through their subscriber channels, while WSFM added on-air giveaways and ticket-purchase messages.
Instagram: @pearsonsflorist.
Retail visibility and an advertising exchange
Pearsons gained a product and customer offer; the Gallery gained retail visibility and access to the florist’s audience. The Bauer exchange secured $24,616 in advertising value: exhibition ads in BELLE and Harper’s BAZAAR, plus Gallery branding in ArtStart’s digital promotion.
Recognising the value in an available space
The Gallery foyer had value to BELLE because it solved a venue need. Recognising that gave me something concrete to negotiate with. I look for those useful assets, then get specific about what is included and what comes back in return.
