Kelly and Company

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Collective relocation strategy

Collective is an ambitious contemporary visual arts organisation. With a view to expansion from their Old Town premises, Kelly&Company were asked to review their approach to the gallery’s audience retention and growth and create a communication strategy for their exciting relocation to the Royal Observatory on Calton Hill.

K&Co facilitated a session with the Director and team to explore and agree the focus for audiences and prepare for the new diversity of their visitor profile. The strategy delivered incorporated direction on brand authenticity, audiences targets, visitor experience and comms direction pre and post relocation. The following rebrand and tactics we implemented incorporated a new identity, online presence, quarterly bulletins and visible programme information, all location signage on and off the hill, advertising campaign and a suite of new suppliers with ongoing annual budget plan.

Collective has seen their visitors multiply since their relocation and it continues its development as one of the most respected and admired visual art organisations in the country.
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