"Ilya & Emilia Kabakova" Exhibition at New Tretyakov/ Promotion Дарья
Task
the goal is to make the maximum attendance of the exhibition -100 thousand visitors. the problems of the exhibition are contemporary art, understandable to a narrow circle of people. plus a negative attitude towards the artist because of his despair, flight to the United States and sharp criticism of Soviet power. also his art was characterized by the total mass of Visitors as “garbage art” and was perceived negatively. Russian artist is widely known throughout the world, except Russia
Ideas and solutions
standard methods of promotion based on a story about the artist’s values worked out to increase attendance (the most complete retrospective, the most expensive Russian artist in the world, contemporary art that can be felt, etc.). to increase loyalty to contemporary art, which is "incomprehensible!" we released an audio guide with Emilia Kabakova, in which she says that an audio guide is not needed for this exhibition - you need to come and feel that each person will make his own unique conclusion and feel his own pain and happiness. Also, to increase loyalty at the end of the exhibition, we made the 13th installation - reviews about the exhibition and the section “Talk with the artist”. where each person wrote his fresh impressions or could ask a question directly to artists on a piece of paper hanging on the wall, with a pencil tied with a scourge to the table. about 5,000 reviews were collected per month in a more free manner than usual in the review books: they wrote that they were crying, that they were laughing, that they hated, there were no neutral reviews at the exit. We asked Emilia to answer the most urgent questions in our social networks and she answered more than 15 sharp questions of far from a complimentary character character, addressing the visitor by name. we managed to agree that the poster for the exhibition would be drawn by the taverns, which served as an excellent incentive for the expert community to visit the exhibition and invite their followers. thank! (translated into Google!)
