For many, it can be draining to be constantly exposed to advertisements detailing how you should buy this or do that. Art installations, however, are spectacles that open eyes and capture imagination. In the visitor’s afterglow of the experience, the company sponsoring the project become associated positively with the content. The vibrancy of the event becomes an extension of the brand’s identity, highlighting their strengths and capabilities.
Art-centric marketing events step away from conventional advertising modes that rely on ‘telling’ rather than ‘showing.’ It is an engaging form of brand promotion where goods and services are placed in a real world context and showcased in physical spaces.
The outdoor exhibition Elysium Arctic at the MuSEAum is a fantastic example of how creative art installations can add to brand impact.
Backed by the Australian National Maritime Museum in Sydney, wildlife photographers, explorers, and conservation advocates teamed up to deliver an outdoor photographic exhibition of the Arctic. Displayed on the Darling Harbour foreshore, the photographs captured the beauty of the polar north’s wildlife and scenery but also its threatened existence.
The culturally compelling content is a great way to stress the importance of biodiversity conservation efforts while also creating brand traction. The visual journey highlights the strengths and capabilities of the Australian National Maritime Museum and becomes an avenue for encouraging higher visitor numbers (as you walk along the foreshore, why not pop into the museum to learn more?)