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Akseli-Gallen-Kallela Art exhibition
FROM THE ART
EXHIBITION
TO THE TASTE
OF SENSATIONS
When
the Museum of Finnish Art, Ateneum ( since 1887 ) gave me the
assignment to create and execute the Integrated Marketing
Communication Concept, and to find financing for the outstanding
art exhibition of the works of the national artist, Akseli
Gallen-Kallela ( AGK 1865-1931 ), I called Valio and asked;
 What
comes into your mind of the following; " The original, inborn
Finn, where international expert knowledge and high quality are
connected ". The answer was; The corporate image of Valio! In
just a couple of days, Valio, the major milk and cheese producer
in Finland, decided to sign a contract as the major sponsor of
the exhibition.
Out from the
common set of values, I created a concept, which idea was to
improve Wine & Cheese Culture
in Finnish restaurants.
The starting
points were an original lunch order signed by AGK found from the
archieves of restaurant König ( since 1892 ) in Helsinki, and
the art-work; 'After the Opera
Ball' (picture of the menu-tablet in restaurants).
The art-work
expresses a restaurant milieu in Paris in the turn of the
millennium.
With a little
bit of imagination, a piece of cheese and a wine decanter can be
found on the table of the restaurant (above).
The
co-sponsors
In addition to
Valio Ltd. and its premium brand, Mustaleima Emmenthal ( cheese
), Mouton Cadet vintage wine, Moet Chandon ( champagne ) and
Center-Inn - a major chain of high-class restaurants in the
surrounding of Ateneum, in Helsinki - was connected into the
communication concept as co-sponsors. The estimation of "
door-openings " into the restaurants was 400 000 during the 100
days period of the exhibition. The media sponsors were
Ilta-Sanomat ( daily newspaper ), Classic FM and Maximedia (
JCdeceaux Finland - outdoor billboards ).
From
the common set of values and target groups
into a bilateral co-operation between the parties
 Along
with the execution of the concept, the restaurants became an
effective and important communication channel and a meeting
place. The media sponsors activated furthermore the
interactivity between the sponsors and the public, and gave
strength to their own corporate and product images at the same
time.
The values,
art-works and the theme of communication was utilised in the
corporate, product and service marketing & advertising of the
sponsors. The products of the sponsors - wine, cheese and
champagne - was served and promoted in the opening seremony of
the exhibition and in several corporate events organized in the
museum and in the restaurants.
...and vice
versa
Akseli
Gallen-Kallela menu-tablets were designed onto the tables of
restaurants consisting of the AKG-menu and exhibition facts to
direct the restaurant customers to the exhibition. A small
broschyre was created as the ticket of admission, represting the
AGK-menu and to promote the services and products of the
sponsors.
The broschyre
was forwarded to the guests from the museum box-offices to
direct the guests to the restaurants ( picture: König and AGK
BilBol -poster on the wall ). The restaurant offered an AKG
cheese-plate and wine to a very reasonable price together with
the other sponsors. The waiters/waitresses were briefed in the
facts of the exhibition and the sponsorship concept to discuss
the case with their customers.
Execution of the program
 The
corporate and product labels were connected in all advertising (
print, radio and outdoor ), materials, cataloges, posters,
tablets and broschyres, which were visually based on the art
works of AGK and the facts of the exhibition and museum. The
cheese experts of Valio and the chefs de cuisine of the
restaurants co-operated in creating delicous portions based on
cheese. Alakari Wines Ltd. ( importer of wineproducts ) got its
products on the winelists of the restaurants.
The restaurants executed a promotion, by dealing out promotional
coupons from the box-offices, and motivated the guests to return
the coupons to the restaurants ( a weekend for two persons to
Louvre, Paris ). The feedback was
35 000 returned coupons. During the 100 days period, the sales
of the restaurants increased more than ever before.
Great
media coverage
The media
published a huge amount of articles and news stories of the
exhibition and the marketing concept. Typical titles were; '
From the Art Exhibition to the Taste of Sensations' and ' Akseli
Gallen-Kallela can be met even on menus '.
The
succes
Together with
its sponsors, Ateneum succeeded to make the public record of all
times with 195 677 guest, which is still the Finnish record of
art exhibitions. The exhibition was open to the public for 100
days and the feedback was in every way " quite " good.
For more
information, open:
Akseli
Gallen-Kallela 1865-1931
and
www.fng.fi
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