Temporary Art Centre (TAC) in Eindhoven is set up to be a meeting and breading ground for starting creatives. Facilities and activities are; exhibitions, music events, workshops and studio space. The only problem is; communication with this target group is ineffective and activities are poorly attended. I was selected to be their communication strategist. The main goal was to increase awareness and participation of the target group in TAC Eindhoven.

 

We started with analyzing occurring trends and preferences within the target audience. Main relevant trend was a desire to be authentic individual and to have unique hand made garments. Based on this we came up with the idea of an event with high exposure, high impact and high involvement among young creatives in Brabant. For this we developed a contest to design a hip print for a T-shirt. This created a community of ambassadors that invited their friends to rate their design on our facebook page, which approved to be a very effective word-of-mouth advertising for TAC. All the designs where shown in our exposition space at TAC. Only the top 3 design entries were live produced via screen print and sold on the main event. This event was a collection of different art forms; music, VJ, live screen print, performance and exhibition.

 

-          80 design entries

-          130 paying visitors between the age of 18 – 25

-          280 UU peak in one day on our faceboook page

-          Renewed or new contact with creative Universities in Brabant

-          During the evening 40 prints were made on T-shirts and bags

 

Five fold increase of attendance for TAC for this type of specialized activity.

Friends of H/H could pick the final winner. All designs are entries from the contest.