Campaign Breakdown - Mackintosh art

Agency: Matthews Marketing Client: Mackintosh Heritage Group Timescale: January 2009-11 Budget: Undisclosed


- The lowdown

The Mackintosh Heritage Group has hired Glasgow agency Matthews Marketing to promote the legacy of the artist Charles Rennie Mackintosh in the West of Scotland. This is the next phase of a five-year plan following its work on the 2006 Mackintosh Festival championed by the University of Glasgow. It is part-funded by Scottish Enterprise.

- Why is the Mackintosh Heritage Group doing this now?

Working with the Charles Rennie Mackintosh Bursary and Visit Scotland, the campaign is being launched to tie in with the Mackintosh 100 event, celebrating the centenary of the Glasgow School of Art.

- Who is being targeted?

The initial PR activity will focus on encouraging visitors to explore Glasgow's Mackintosh heritage. The Mackintosh Church, Queen's Cross, Glasgow, was also designed by Mackintosh. In particular, people are being encouraged to revisit Scotland.

- The tactics

The agency is providing marketing and management services to target consumer, trade and internal audiences. The PR part of the campaign will be driven by media relations with the travel press.

and some stunts ...

The campaign will also see the launch of a Mackintosh bus tour, based on the model of the Gaudi bus tour in Barcelona.

- Any potential pitfalls?

The campaign may struggle to gain a share of the British tourism market with many other UK-based tourism groups also promoting British holidays in these cash-strapped times.

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