This is part of the campaign project I completed in the third year of my degree. During this project, I was asked to create a campaign that … Read More
This is part of the campaign project I completed in the third year of my degree. During this project, I was asked to create a campaign that would encourage people to visit the Jerwood Gallery in Hastings, East Sussex.
When it was announced that the Jerwood Gallery would be built in the historic seaside town of Hastings, residents in Hastings were not happy. The Jerwood gallery is located right next to Hastings’s historic old town, and local residents felt that the Jerwood Galley would conflict with the historic architecture of Hastings's old town shops.
I decided to base my advertising campaign in Hastings and aim my campaign at the local residents of Hastings, encouraging them to visit the Jerwood gallery.
I wanted to Avoid creating a very generic poster campaign so I experimented with creative advertising.
The concept behind this idea is to place a picture frame in the shop windows of old town, this will show that old town shop owners are in support of the Jerwood Gallery - and would then encourage residents to visit the Jerwood.
The strap-line 'Visit Jerwood' does not directly suggest, 'Visit Jerwood to see Art', but rather suggests that residents should explore the Jerwood gallery for themselves.
The Jerwood gallery is along the seafront and also has a cafe, so if local residents are not Interested in art, they may be just enjoy tea or coffee with a view of the sea. Read Less