Art Gallery of Ontario readies new campaign
By Adnews Staff
The Art Gallery of Ontario in Toronto is preparing a new advertising campaign called "Gotta Go" to promote its reopening on Nov. 14. The campaign, developed by Doug Agency of Toronto, includes print ads, street posters, cinema ads, a window display at The Bay downtown, online materials and mobile marketing. The creative highlights the new features of the redesigned gallery and uses the tagline, "The new AGO. Whoa. Gotta Go." "It's about connecting art with people," said Doug Robinson, chairman and chief creative officer of the agency. "We realized that people want the AGO to be approachable and welcoming but want it to maintain its specialness as a place to celebrate art and the sense of inspiration and awe that art provokes in them. We were inspired by how the AGO has taken the opportunity to completely reinvent itself and the customer experience, and by consumer reaction to images of the new building."