Tate appoints Agency Republic for Turner Prize task

by Amy Dry, Brand Republic 07-Nov-06, 08:00

LONDON - Agency Republic has been appointed by Tate Britain to promote this year's Turner Prize art competition through a digital marketing campaign.

Tate hired the agency to steer the campaign, designed to attract Londoners to the exhibition by getting them interested in the event before they visit the gallery and find out how the prize and the art in the exhibition is a barometer of contemporary cultural issues.

Theo Izzard-Brown, digital strategist of Agency Republic, said: "Tate Britain is a modern brand at the forefront of innovation in the field of customer's gallery experience. We see that attendees' experiences of the gallery/exhibition shouldn't start or end at the door, but rather can begin and continue in alternative channels. The web provides the perfect platform to help the Tate achieve this end."

The Turner Prize, one of the most anticipated events on the contemporary arts calendar, will be promoted through an integrated campaign comprising online and offline marketing.

At the centre of the digital campaign is an interactive microsite, developed to encourage users to explore the site and vote online, while traditional online advertising will be used to attract users to the site.

Agency Republic sister shop Claydon Heeley is developing the offline campaign with advertising in Time Out and The Guardian using the campaign proposition "Art is a reflection of life".

Meanwhile, Agency Republic was recently appointed to develop a global fundraising programme for the United Nation's children's fund Unicef.

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