Archibald Prize 2022
The Culture Farm delivered the marketing for the Archibald Prize 2022 at Bunjil Place, Narre Warren
Campaign period: March – October 2022.
Bunjil Place, one of Australia’s newest cultural venues, was the exclusive Victorian venue for the Archibald Prize 2022. The Art Gallery of New South Wales’ Archibald Prize is the country’s oldest and best-loved portrait award, and one of its most prestigious. Awarded annually to the best portrait painting, it’s a who’s who of Australian culture with subjects often including politicians, celebrities, sporting heroes, authors and artists. This year’s exhibition will include the portraits of all 52 of the Archibald Prize 2022 finalists.
The Culture Farm managed all elements of the project, sub-contracting the design, publicity and media buying aspects of the project.
The task included:
Marketing and publicity strategy development
Campaign development
Media and travel partnership acquisition and management
Creative concept development and execution
Publicity
Media buying
Campaign tracking, evaluation and reporting
The campaign was designed to not only promote visitation to the Archibald Prize, but also to present Bunjil Place with a tremendous opportunity to raise its profile state-wide.