The agency Biuro Podróży Reklamy has completed a 2.5 year project for the Society for the Encouragement of Fine Arts and the National Gallery of Art – Zachęta, including content creation, and media planning and acquisition during a promotional campaign for the “Open Zachęta: Experience art in a new dimension” project.
The target groups included cultural sector employees, teachers, students, academics, as well as all culturally active people, including people with disabilities.
Goals planned until mid-2023 included boosting site viewership, increased interest and more frequent use of the digitized and digitally accessible Zachęta resources, stimulating users to create content, and boosting interest in Zachęta’s regular program following online engagement.
The Open Zachęta project was co-financed with EU funds under the Digital Poland Operational Program.
It consisted of digitizing and providing access to Zachęta’s collection, creating innovative IT tools, conducting training and promotional activities to achieve educational, scientific and artistic goals.
Zachęta / Open Zachęta
Since 2011, the Gallery has been running the Open Zachęta project, focusing on making its resources more accessible. Since 2012, images of works from the collection and all materials produced by Zachęta (educational, documentary, etc.) were available under a Creative Commons license on the OtwartaZacheta.pl portal. Since the end of 2015, the gallery’s “openness portal” has been integrated with the zacheta.art.pl website. Thanks to this, the reach of the audience was expanded to a quarter of a million unique users per year. The resources made available on the website can be viewed, but also, in most cases, downloaded in production quality and used creatively.