The Tate Gallery Liverpool is marking its pounds 7 million
refurbishment with an ambient media campaign devised by GGT.
After a 12-month redevelopment programme, the gallery, which re-opens on
Saturday, is being promoted as ’the all new Tate Liverpool. A very
modern art gallery’ with a series of posters, street banners, escalator
panels, taxi window stickers and floor stickers in and around Liverpool
All the ads are based on the image of a worn-out, rustic artist’s paint
brush to suggest the gallery’s revamp.
Floor stickers will appear at Liverpool Lime Street station, with street
banners appearing in the city’s main shopping mall and posters on the
underground train system. A special poster has also been erected at
Manchester Airport and free postcards will be distributed in both city
John Allen, a deputy chairman of GGT - the agency also works for the
Tate in London - commented: ’We were delighted to be asked to help the
Tate Gallery Liverpool with its relaunch. The Tate is a striking gallery
in a sensational location.’
The campaign was art directed by Paul Belford and written by Nigel
Media planning and buying for the campaign has been handled by the
Manchester-based Unit Communications Group.
The Tate Gallery Liverpool, which houses modern art only, was closed
last April for refurbishment. Additional space in the building has been
developed for exhibits, the entrance has been re-designed and a new
dockside shop and cafe with views across Albert Dock have been
GGT’s campaign for the Tate Gallery in London won a bronze at the 1998
Campaign Press awards. The ads show how everyday objects take on a
different appearance after a visit to the gallery.