Client
Originally dating back to 1897, Tate Britain is one of the most beautiful galleries in the world, and London's home of British art.
Brief
Tate Britain showcases a journey through British art from the 16th century to the present day. This includes a permanent collection, temporary exhibitions, and works by individual artists. Since 2003, Tate Britain has invited Rose to collaborate with them on the creation of marketing campaigns, exhibition graphics, catalogues, books and merchandising for exhibitions and artists including: JMW Turner, Constable, Paula Rego, Francis Bacon, Damien Hirst, Sarah Lucas, Angus Fairhurst, Tracey Emin, Anthony Caro, Lynn Chadwick, Eva Rothschild, Fiona Banner – and The Turner Prize.
Solution
Working within the Tate brand identity (with a few notable Young British Artist exceptions), Rose created each brand campaign to stand out in the highly competitive environments they are deployed, to attract new and existing audiences to Tate Britain and encourage a visit to their Millbank home. Each campaign was developed to work across large-scale OOH campaigns, print, digital and a host of environmental and merchandising applications relevant to specific artists or themes. In the course of working with Tate Britain on more than a dozen individual exhibitions, Rose has collaborated with some of the biggest names in contemporary art.
Result
Rose has enjoyed a wonderful long term relationship with Tate, working on our first collaboration with them in 2003, and working on our most recent, some 22 years later. Our work with Tate Britain has consistently helped them increase brand awareness and attract visitors to their exhibitions and events. Our initial collaborations helped their visitor figures increase by 23% between 2004 and 2006, contributing to some of their best ever years with annual visitors at 1.8 – 1.9m.¹
¹ DCMS and Visit Britain reports
