The document summarizes the marketing campaign for an exhibition on Canaletto and his contemporaries at the National Gallery in London from 2010-2011. The campaign had targets of 110,000 visitors and effectively promoting the exhibition to different audiences. It utilized outdoor, print, and digital advertising. Partnerships were formed with organizations like ATOC and Fortnum & Mason to promote the show. Events like "Friday Lates" and a student night helped engage local workers and students. Competitions on Flickr and for a trip to Venice were also part of the campaign. The exhibition was a success, attracting over 122,700 visitors and increasing engagement with the permanent collection.
67. Forge partnerships to broaden the reach of the exhibition in terms of awareness and footfall - ATOC, F&M, Reciprocal marketing
68. Encourage engagement with the permanent collection– Attendance: room 1: over 140,000 Friday Lates: 97,228 after 6pm – attendance up for the permanent collection for the run of the show