UZ Ltd (Glasgow Art Fair 2002)
| Organisation |
UZ Ltd (Glasgow Art Fair 2002) |
| Project |
To reposition the Glasgow Art Fair as a national event by widening the audience base through a marketing campaign |
| Artform |
Visual arts |
| Location |
Glasgow |
| Application type |
Full project |
| Date |
2000/01 |
| Status |
Completed |
| Grant |
£29,070 |
| Total project cost |
£321,970 |
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UZ Ltd is an event production company specialising in the creation and delivery of high impact strategic events delivering cultural and economic benefit to the city. The company has produced the annual Glasgow Art Fair since its conception in 1996. |
The project aims to widen the audience base and reach of The Glasgow Art Fair by marketing and positioning the event as Scotland’s national art fair.
To attract new audiences and participants, with a focus on sales, research and evaluation, using:
- Targeted promotion to potential exhibitors and buyers
- Audience data capture at sales points
- Support for key galleries representing new work to enhance the national profile and develop new audiences
- Market research, evaluation and strategic development planning using specialist and inhouse expertise.
- City Media were commissioned to undertake research for the project.
- Six galleries from across Scotland were subsidised to the value of £2,000 each to participate in the event.
- Sales packs were created to mail to targeted galleries across the country, a trade advertising campaign was undertaken, and print materials were distributed across Scotland.
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- The first extensive targeted mailing took place without the sales packs but the intended target of 50% more applications from exhibitors was realised nevertheless. A further 23 new galleries noted interest for the following year as a result of receiving the sales packs.
- The trade advertising campaign produced a greater number of enquiries from gallery owners and attracted a greater number of buyers to the event, with sales up by 30% on previous years.
- An audience increase of 5% rather than the anticipated 10% was achieved. It is thought that the shortfall was due to the event taking place at the height of the foot and mouth outbreak.
- The data capture campaign resulted in the mailing list being increased to 3,000.
- The inclusion of six new galleries from across Scotland was seen to be key to extending the reach and profile of the Art Fair outwith Glasgow.
- The research and evaluation process provided valuable information about the existing market and attitudes to the event and this will be used to inform the future strategic development of the event.
Joyce Manning
General Manager
UZ Ltd
125/129 High Street
Glasgow
G1 1PH
Tel: 0141 552 6027
Fax: 0141 552 6048
E-mail: Joyce@uzevents.com
Web: www.uzevents.com
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