The Society for the Encouragement of Fine Arts has joined BPR’s client list, the cooperation encomapsses creative content as well as media planning and purchasing during the two-year promotional campaign for the “Open Zachęta” project, with a campaign budget of PLN0.5m.
The campaign will be conducted under the slogan “Experience Art in a New Dimension”. BPR won a tender faced with six competing agencies.
The contract covers the period until June 2023 and totals 470 thousand PLN net (578 thousand PLN gross). The Open Zacheta project is co-financed with EU funds as part of the Digital Poland Operational Programme.
The “Otwarta Zachęta” project focuses on digitizing and providing access to the collections of Zachęta National Gallery of Art, enabling broad availability, creating innovative IT tools, and conducting training and promotional activities to serve educational, scientific and artistic purposes.
“An important aspect of the project will be its civic dimension, ensuring universal and free access to cultural resources, which is an important factor in democratization of society by eliminating barriers to participation in culture, including those related to accessibility for people with disabilities”- explains Natalia Hojny, President of the Management Board of the Association.
“We chose Biuro Podróży Reklamy for this project because its offer was in line with the brief and it got the most points in the tender evaluation criteria” – adds Zofia Koźniewska-Sikorska, the project manager of the Association.
The project’s target groups include employees of the cultural sector, participants in the process of formal education (teachers, students), representatives of the scientific sector (researchers, students, scientists), as well as all culturally active people, including people with disabilities.
The goals of the activities planned until the middle of 2023 include: boosting online traffic, attracting interest and more frequent use of Zachęta’s digitized and digitally accessible resources, including the creation of own content by users, as well as raising interest in Zachęta’s basic services and public program after online interaction.
The interactive agency Biuro Podróży Reklamy will be chiefly responsible for developing creative content, planning and buying media for the campaign as well as for its ongoing optimization.
The actions, planned for over 2 years, are about to start. For part of the actions, the agency Biuro Podróży Reklamy is cooperating with Marcin Markowski, one of the currently leading Polish graphic artists (www.polishgraphicdesign.com/ranking, www.marcinmarkowski.pl).
Zachęta / Open Zachęta
The gallery has been implementing the Otwarta Zachęta project since 2011. Its main focus is making its resources available to the public. Since 2012, images of works from the collection and all materials produced by Zachęta (educational, documentary, etc.) have been 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. As a result, 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 not only be viewed, but also, in most cases, downloaded in production quality and used for their activities.
In 2016, a promotional campaign of the zacheta.art.pl website “Be up to Date” was conducted, consisting of a series of animations designed by the well-known comic book artist Jacek Świdziński. The campaign received the KTR award in the category “Illustration and animation” in May 2017.
Starting on March 12, 2020, in the era of pandemics, Zachęta launched an intensive effort, moving the gallery program to the virtual world. Zachęta has opened the gallery in 3D, moving all current exhibitions online. Virtual tours of exhibitions, guided tours for educators, and a programme of workshops – all this became available at zachetaonline.pl.
The interactive agency Biuro Podróży Reklamy is an expert in campaigns combining social, web, mobile, search marketing, video, blog and content marketing with technological ambient, guerrilla marketing and other non-standard actions and innovative technologies. Creators of innovative websites and mobile apps. The agency holds two agency of the year titles: Agency of the Year 2014 in Poland – Epica Awards, Integrated Marketing Agency of the Year – Impactor (2015) and a total of 33 industry awards and recognitions, including: Epica Awards, Kreatura, Impactor, Mixx Awards, AME Award, Webstar Creative, Golden Arrow, Innovation Award, Pen of the Year, Golden and Silver Clip, Social Campaign of the Year