How can we help Edmontonians feel welcome in a place that they believe is reserved for "Art People"
The Art Gallery of Alberta struggles in much the same way other cultural institutions do. Audiences expectations and needs are evolving, and the way that we consume cultural products and experiences is changing. Edmonton is also a unique market: creative and cultural, but unpretentious. We were thrilled when the AGA asked us to build them a campaign that would help reset their relationship with Edmontonians. The relationship is complex and impacted by a variety of factors. Consultations with AGA team mem-bers and research into Edmontonians’ relationships with the AGA revealed that many still didn’t’ feel welcome at the Gallery – seeing it instead as a place for “arts people”. Our campaign was designed to counter that misperception
– we used real people and validated each experience. You don’t have to love it, and you don’t have to “understand” it. Whether art makes you think or feel, whether you like it or hate it, the experience you have is as valid as anyone else’s – it is yours.