Campaigns present different challenges than stand-alone pieces. For starters, each piece in a campaign, whether it be an ad, a marketing endeavor, or, as in this case, an event promotion, bears a portion of the overall responsibility. In stand-alone pieces, you have one shot to get the message across. What you say has to appeal to a broad audience. In a campaign, each piece is responsible for a segment of the audience. This project promoted a three-day grand opening event for a new art and jewelry gallery in Memphis, TN. Each day targeted a distinct audience.
The first day targeted street traffic generously provided by the Memphis in May Music Festival. For this audience, a low-cost, small format (2.5″ x 2.5″) card was handed to passersby to raise awareness and generate a buzz. The next evening, a VIP artist reception was held featuring jewelry designer, Wendy Mignot. For this, a gate-folded, two-color invitation was designed, printed, placed in a metallic silver envelope, hand addressed, and sent to a list of art enthusiasts throughout the city. This element was appropriately the most elaborate and expensive part of the campaign. Finally, the last event was an invitation-only champagne brunch with a come-and-go vibe. Obviously informal, we chose to send out a color postcard to a broader audience. This final event proved to be a happy medium between the previous two events both in scale and promotion (not to mention production costs).
The campaign was topped off by a couple of email blasts sent out by the gallery owner. I designed two images to promote two of the three events. You can check them out below. I had a great time working on this project and look forward to doing more in the future. If you are ever in Memphis and would like to check out a great gallery, go to Art Under a Hot Tin Roof at 117 S. Main (Downtown). Also, their original location is in downtown Jackson, TN. Drop in and say “hi.”
