(SARNIA, ON) – The showing of the Masterworks from the Beaverbrook Art Gallery at the Judith and Norman Alix Art Gallery, in Sarnia, was a huge success for both the gallery and the community. Interkom, the marketing firm charged with developing and executing the communications strategy for the exhibition, has just released a report outlining the benefits to the city.
Interkom estimates the Beaverbook exhibit helped to generate between $738,000 and $1..58 million in shared revenues. The installation ran from October 2015 to February 2016 and featured 75 pieces of art collected by Lord Beaverbrook.
The fully integrated communications plan by Interkom for the exhibition included branding, a micro-website, the visitor guide, brochures, media buying, social media engagement, signage at the gallery, event coordination, public relations, and videos.
The effort attracted 21,435 visitors to the JNAAG; a first-time visit for many of them. Gallery goers travelled to view the Beaverbrook exhibition from across Ontario as well as Quebec, Alberta, British Columbia, Michigan, California, Ohio, Maryland, and as far away as Australia.
Services purchased from 85 local businesses during the lead-up to the exhibition and while installed amounted to $280,563.
“We were thrilled to be able to work with the Judith and Norman Alix Art Gallery staff during the Masterworks exhibition,” said Martin van Zon, the founder and president of Interkom. “We strongly believe in the transformative power and educational impact of interacting with art, and it was a pleasure to help get the word out to the Sarnia community and beyond. We look forward to our continued partnership with the County of Lambton.”
In addition to purchasing a ticket for the event, the gallery received an additional $60,000 in donations during the duration of the exhibition. A further $77,000 was generated through programming, rentals, and merchandising. Memberships also rose 114%.
You can read more about the exhibition in Interkom’s Social and Economic Impact Report here.
JNAAG is currently exhibiting Elusive Utopia, featuring the artwork of Ian McLean, Matthew Carver, Renee Van Halm, and Kevin Yates, until May 7.