Expertise
Campaign Concept and Development
Set Design and Build
Photography and Art Direction
Content Creation

The Hatton is an art gallery with an illustrious past. Over the last 50 years, it has played an important part in the history of British modern art. But in recent times the gallery had become tired and lost its identity, meaning visitor numbers were dwindling.

The Hatton is based on the Newcastle University campus and although regular visitors regarded it as a ‘hidden gem’, the general public were either not aware of the gallery or perceived it as being too old-fashioned, too academic and not for them.

A £3.8million investment from the Heritage Lottery Fund has changed all that, enabling the Hatton to significantly upgrade and reposition its offer and attract a wider audience.

We were asked to design and develop a multi-channel marketing campaign to promote the gallery’s re-launch.

Market research identified new target audiences and outlined their motivations for visiting cultural destinations like the Hatton. The insight gained formed the basis of a five-year marketing strategy and lead to the development of key messages designed to appeal to each audience type.