Breaking Barriers: Attracting New Audiences to the AGA

The Client: Art Gallery of Alberta

The Art Gallery of Alberta (AGA), a leading art institution located in the heart of downtown Edmonton, aimed to broaden its reach through digital marketing by drawing in new audiences, focusing on younger demographics and new families, instead of the more traditional older crowds.

Key Challenge

The primary goal for the AGA was to break down the perception of a 'snob-culture' often associated with art galleries and make art more accessible to a broader audience. To accomplish this, we crafted a dynamic digital marketing campaign aimed at repositioning AGA as an inviting, approachable, and inspiring cultural space for all demographics. The campaign utilized engaging social media content, intriguing display ads, and interactive elements to capture the interest of potential visitors. Through targeted advertising on platforms like Instagram and Facebook, we showcased that they truly is "No Wrong Way To Art", making art feel more relatable and appealing to all. By adopting this inclusive messaging strategy, AGA successfully increased foot traffic, boosted ticket sales, and reached new audience demographics eager to explore the world of art.

Our Approach

Working with our sister agency, we developed a concept and campaign approach to encourage everyone to experience art in their own way at AGA. Our strategic approach included: Concept Development: "No Wrong Way To Art" was conceptualized and built using existing imagery. Photography & Videography: Dates were booked and both still and video shots were taken on-site at the Art Gallery of Alberta to produce the assets for the campaign. Social Media Ads and Video Shorts: These were crafted to fit with our various target audiences and campaigns we're built exclusively targeting these audiences in a variety of ways on multiple mediums. Google Search and PMAX Ads: When awareness and video ads aren't enough, we wanted to combine static images and search to drive conversion-focused traffic directly to the AGA website and promote action. Website UX Improvement: We provided comprehensive edits to the website and navigation to improve the over user experience, and even implemented tools such as Hotjar, Microsoft Clarity, and Google Analytics event tracking to refine user navigation and content, facilitating a smoother ticket purchasing experience. These solutions built a campaign anchored with solid user data that could be leveraged for future campaigns for years to come.

The Results

Local Click Engagement

"Get Tickets" Interactions

Increase in Google My Business Metrics

Year-over-year Attendance Increase

The Conclusion

The "No Wrong Way To Art" campaign successfully redefined public perception and substantially increased attendance at the Art Gallery of Alberta. Through an effective digital strategy combining engaging content, enhanced user experience, and targeted advertising, AGA attracted new audiences and demonstrated the significant influence of digital marketing on real-world actions. This campaign underlines the potential of digital advertising to foster growth and make cultural institutions more accessible.