Campaign LKCA Month of the amateur art: iktoon 2016
Together with 16 cultural partners the LKCA (National Knowledge Institute for Cultural Education and Amateur Art) wanted to show the public how great the role of amateur art is in society. We developed a strategic campaign in collaboration with creative agency Grrr to put amateur artists in the spotlight.
Together we made June 2016 the Month of Amateur Art, which includes:
Thinking of an umbrella campaign name and tagline: iktoon – everyone’s art.
Designing an online platform where visitors can add exhibitions to a national agenda.
Developing means for participants to seek attention for their art. This enabled them to make their own posters in the style of iktoon or to send a press release and fill the Facebook page.
Supporting the platform with publicity in the media.
Overall PR and communication with the media.
The Month of Amateur Art was successfully introduced and kicked off thanks to all publicity in the media with a free publicity value of over 750,000 euros. The public was able to watch and experience art at over a thousand locations, in more than 150 municipalities. Highlights included: a cover article in the Saturday supplement of De Telegraaf and the week was mentioned as ‘hot’ tip in Grazia.