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Glover Prize Event Marketing

The Brief

With the annual event growing each year, the client wanted to streamline the prize’s entry and promotion processes. This involved increasing the focus on the brand’s existing digital assets with the goal of reaching and engaging a new and wider audience of art lovers.

The Approach

We developed a bespoke online artist entry portal that increased the efficiency of the entire selection process. We then utilised Facebook and Instagram’s powerful advertising platforms to promote the call-for-entries to our target market – all across Australia. During this entire process, we were collecting an invaluable database of email addresses that would later be leveraged via a series of EDMs.

The Results

The 2019 Glover Prize was a success in terms of both entries from artists, and exhibition visitors. We saw a record number of entries from artists (a 20% increase on the previous record), with entries received from every Australian state and territory, as well as submissions from New Zealand, Italy, and the United Kingdom. Social Media and EDM combined to account for over 43% of all website traffic to the ‘Enter Now’ page.

There was also a record number of visitors to the exhibition, with over 9,000 people going through the doors over the course of the event.

"The Glover committee attempted to reinvigorate our social media but due to lack of resources and not fully appreciating the power of Social Media we were not entirely successful. We approached several digital agencies to assist us and at+m stood out as they took the time to understand our problems before jumping straight to solutions.

"They formulated strategy with a set goals, developed the content calendar and determined the best platforms to engage with our local audience.

"The content was then tailored to engage with the target audience and to lift the profile of the Glover Prize. It was all extremely successful with record attendance numbers plus a huge lift in followers and interaction on our social media platforms and website."