'Tate Tracks'

The Tate modern recently created a campaign similar to what the NPG are asking for. The campaign by Fallon was aimed at 16 - 24 year olds, to encorouge pop in visits.
Their 'big idea' was to use music as a way of encouraging pop in visits. They commissioned popular musicians to choose a favorite piece from the gallery, and then and make a song using the art work as their inspiration. The track would be played on headphones beside the art work in the gallery. The campaign went from strength to strength and communicated with the target audience through a range of mediums.


Examples of posters that were distributed.





Great use of different mediums that relate to the target audience, such as : Fly posters,


stencils,


and an interactive microsite.

Here is a video explanation of the campaign.