Yorkshire Sculpture Triangle – Evaluation of marketing campaign

Yorkshire Sculpture Triangle was a campaign launched by a collaboration of four sculpture venues in the region; Henry Moore Institute, Leeds Art Gallery, The Hepworth Wakefield and Yorkshire Sculpture Park.

The campaign had a number of marketing objectives and specific targets to measure its success. These included;

– increasing visits to the website by 30%

– increasing footfall at each venue amongst the targeted audiences

– generating £1.5m media coverage and

– generating funding from the private sector.

The multi-media campaign, which featured a website, social media, press advertisements, posters located at rail and underground stations, leaflet distribution, a loyalty card, banner stands at the venues, press releases and a promotional video on YouTube, was targeted at ABC1 affluent professional couples and families based in London and the South East, day tripping families within a two hour drive time around Yorkshire and high value day visitor and short break visitors from in region aged 25+.

We lead the evaluation, which comprised of analysis of the statistical campaign data such as AVE statistics and Google analytics, secondary baseline data from the participating partners and other sources, primary quantitative research with visitors and qualitative interviews with stakeholders and partners.

The evaluation helped to shape the future development of Yorkshire Sculpture International.