Vice Versa

Akseli Gallen-Kallela menu-tablets were designed onto tables of restaurants consisting of AKG-menu and exhibition facts to direct restaurant customers to exhibition. A small broschyre was created as ticket of admission, represting AGK-menu and to promote services and products of sponsors. The broschyre was forwarded to guests from museum box-offices to direct guests to restaurants ( picture: König and AGK BilBol -poster on wall ). The restaurant offered an AKG cheese-plate and wine to a very reasonable price together with other sponsors. The waiters/waitresses were briefed in facts of exhibition and sponsorship concept to discuss case with their customers.

Execution of program

The corporate and product labels were connected in all advertising ( print, radio and outdoor ), materials, cataloges, posters, tablets and broschyres, which were visually based on art works of AGK and facts of exhibition and museum. The cheese experts of Valio and chefs de cuisine of restaurants co-operated in creating delicous portions based on cheese. Alakari Wines Ltd. ( importer of wineproducts ) got its products on winelists of restaurants.

The restaurants executed a promotion, by dealing out promotional coupons from box-offices, and motivated guests to return coupons to restaurants ( a weekend for two persons to Louvre, Paris ). The feedback was 35 000 returned coupons. During 100 days period, sales of restaurants increased more than ever before.

Great media coverage

The media published a huge amount of articles and news stories of exhibition and marketing concept. Typical titles were; ' From Art Exhibition to Taste of Sensations' and ' Akseli Gallen-Kallela can be met even on menus '.

The succes

Together with its sponsors, Ateneum succeeded to make public record of all times with 195 677 guest, which is still Finnish record of art exhibitions. The exhibition was open to public for 100 days and feedback was in every way " quite " good.

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