Art in the Park by Double
Art in the Park
Art in the Park is an incredible art fair that showcases New Zealand’s most exciting emerging and established artists.
The challenge was to promote and showcase an Art show that was in its inaugural year. With no content for web or ads we staged a shoot at an existing art gallery to gather content for the campaign and built an entire series of ads showcasing the wide range of art to be sold at the event.
The result? A sell-out show with lines half way around the stadium, an extatic client, doubling capacity for the next year and a series of spin-off shows planned for the coming year.
UI/UX Design Direction
The creative team designed a brand identity that could work across the website and all other digital channels. We knew we had to create a premium, yet artsy website that showcased the best Artist in New Zealand.
The site was structured to summarise, inform and convert website visitors into a ticket purchase. From showcasing a range of art, visualising key features, building premium options, our goal was to reduce the friction of a ticket purchase while building urgency/exclusivity and intent to purchase artwork during the event.
Mobile-first Lead Generation
New Zealand’s art shows typically rely on traditional advertising and existing audience lists for sales but we knew this was an expensive and dated approach. Art In The Park wanted to challenge this with a digital approach that heroed the art, the venue and was accessible to all.
Our team created a mobile and video-first digital strategy that seamlessly blended performance advertising with industry-leading creative to achieve an unheard-of return on investment. Double took ownership of all digital activity, from brand identity and new website to shooting ad content and managing all media spend. As always, everything had a foundation of solid tracking and analytics.
Ads Management
A major goal of this project was to create an advertising and sales strategy that could be reused across future shows. Uncovering key learnings across ads, pricing, targeting, urgency, art preferences, and core messaging were all critical to maximising profitability for this first event, but for confidently forecasting the success of our future shows.
22x
Return on ad spend from ticket & art sales.
180%
Tickets sold over target against original target of 5k.
97%
Increase in revenue against original target.
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