Baltic Centre for Contemporary Art
The Brief
Narrative was briefed to source high impactful out-of-home sites across Tyne & Wear for 8-10 weeks in early 2021.
Whilst BALTIC Centre for Contemporary Art in Gateshead remained closed during lockdown, they wanted to take images of new art created by people from the North East and release it to the region via an Open Submission group exhibition.
As people could not visit the gallery due to lockdown, the works of art would be taken to the streets, public transport and urban areas to be seen by those on commutes and walks. BALTIC’s recognisable branding was included with a call to action to visit an online virtual version of the exhibition to spot more of these artworks, as well as prompts to follow the hashtag #BalticOpenOut on social media.
Activity started 15th February and will run until 16th May, targeting those living and working across Tyne and Wear.
The media strategy
Narrative secured the following:
- Tyne & Wear Metro window vinyls for 10 weeks
- Bus rears across Newcastle/Gateshead for 8 weeks
- Digital screens (Tyne Bridge, Northern Spire and external Stack Newcastle) for 4 weeks
- Adshels in Gateshead for 8 weeks
Results
Saving against media market rate £124,100.00
Over 13,303,451 million impacts/impressions across the burst of activity
Quote from the client
“An informed, friendly and flexible approach is always received with Narrative. Obtaining value for money and exploring the options available is valuable to me and our business/ Being able to scope and proceed our projects within our individual boundaries, objectives and budgets is essential and is made easy and pleasurable by working with Claire.”