The Florida Prize is an annual exhibition that features 10 Florida artists. Each year, no work is released or photographed prior to the opening of the exhibition. This creates a tension: How do you promote an exciting exhibition when you can't share the images on display? How do you sell guests on coming to an opening reception without a preview of the work they’ll see?
To address this and prevent the museum’s social media feed from being dominated by the same graphic before opening, I created these graphics to introduce each of our artists in depth. Each follows a structure and pairs with the exhibition background, but features the headshots and works of each artist. It presents dense information, alongside visuals. This presents an opportunity for people to get a sneak peek, while also providing a platform for each artist to be highlighted and to share something with their likeness on it.
These artist features are shared twice a week, leading up to the opening reception, with a total of 10 features.
The same tension arises in advertising the exhibition's Preview Party. Based on guest feedback from previous years, I created a journey chart showing we need to emphasize the party's context. More guests knew about the exhibition, but didn’t realize how exciting the “party” aspect was. Another factor was guests not understanding what was included in the price point.
In Orlando, many locals are used to spending hundreds on experiences they know to be worth it - Universal, Disney - but are reluctant to spend on experiences they’re unsure of. Incorporating video and pictures from previous years to emphasize the installation aspects of the art, the local food, and the party was part of our strategy this year.