We developed informative content to coincide with the launch of the medallions. Apart from social media and mailer promotions, a newly created dedicated blog gave Friends of JAG and the Gallery a much needed online presence, attracting new audiences and driving traffic to the JAG’s social media platforms. The launch activation included a display mural showcasing the medallions and an iPad app that allowed purchase orders as well as membership sign-up for Friends of JAG. The collaborative initiative served to re-invigorate the Friends of JAG securing much needed funding and attracting new members to the organisation. The Johannesburg Art Gallery Centenary commemorative medallions provided the JAG with a valuable tangible memento, exposure to an important new sector of collectors, and also provided free publicity for the Gallery and its centenary celebrations. The association with JAG benefitted SA Mint by positioning the organisation as a player in the South African creative industries sector.
To coincide with the opening of the JAG Centenary exhibitions event we converted and rebranded the gallery shop into a #FRIENDSOFJAG pop-up retail space where patrons could view and purchase the centenary medallions.