RMIT Design Hub: Experimental Jetset – Superstructure

CC achieved strong results through a richly layered, highly targeted campaign of organic editorial placement, paid social media activity and multi-channel media buying. michael kors el corte ingles michael kors el corte ingles

Background

CC was engaged to devise a multi-faceted, integrated communications campaign to promote Experimental Jetset – Superstructure, the first major survey exhibition from the renowned Dutch graphic design trio. The exhibition, specifically curated and designed for RMIT Design Hub and presented in collaboration with the National Gallery of Victoria, explored the relationship between graphic language and the city through a large-scale installation encompassing existing and newly-created works including film, collage, posters, prints and installations. The exhibition was accompanied by a series of public programs that explored the exhibition’s ideas and themes along with contributions by local graphic design practitioners and researchers.

 

Strategy

The primary communications objective for Superstructure was to grow awareness and drive visitation of the exhibition and its associated public program while managing multiple stakeholder interests. The secondary objective was to develop and raise Design Hub’s profile with internal and external audiences as a progressive educational environment housing a community of collaborative minds. CC has achieved this through a richly layered, highly targeted campaign of organic editorial placement, paid social media activity and multi-channel media buying. This holistic approach required strong key messages consistently applied across each channel while ensuring a variety of audiences were reached and engaged.

Outcomes

At time of writing, CC secured 19 pieces of editorial coverage for Superstructure, reaching a combined potential total of 14 million people with a combined PR value of $210,459. Over its lifetime, the social media campaign reached 35,263 people, generating a combined total of 3,539 engagements and event responses.

Services provided

Communications and media strategy
Copywriting
Media relations
Social media strategy
Social media campaign
Media buying
Reporting