Carousel’s role will be to lead a strategic and proactive media outreach campaign to generate awareness of Van Gogh Alive as the region's most unforgettable and unmissable cultural experience. This will initially focus on regional, driving both broadcast and online coverage before expanding into a wider national campaign including activations, influencer and celebrity engagement, and a creative launch event ahead of opening night in October.
The world’s most visited immersive, multi-sensory experience, Van Gogh Alive created by Grande Experiences, has welcomed over eight million visitors in 70 cities around the world, exhibiting the life and work of the seminal Dutch artist as you’re never seen before. Following a hit run in Kensington Gardens as London’s must-see cultural event of the summer, visitors will be treated to a truly world-class cultural experience on the Piazza, in the heart of MediaCityUK.
Experience over 3,000 images from the artist in stunning detail through state-of-the-art SENSORY4™ immersive gallery technology, walk through a life-sized representation of Van Gogh’s ‘Bedroom in Arles’, and pause in the iconic ‘Sunflower selfie room’ – a 360o mirrored room complete with hundreds of sunflowers that has delighted Instagram feeds the world over.
On behalf of Van Gogh Alive UK, Richard Relton said: "During our pitch process it became clear that Carousel were the obvious partners for us as we bring Van Gogh Alive to MediaCity and the North West. We're looking forward to working with their team over the coming months."
Rebecca Parsons, Senior Account Director at Carousel, said: “We are thrilled to be working with the Van Gogh Alive team to bring this incredible experience to MediaCityUK. It is a truly unique way of experiencing one of the world’s greatest artists, making his works accessible and enjoyable for all. We’re looking forward to drawing from our extensive experience working within the arts and live events to build an impactful media campaign aimed at a resultant sell-out run.”
Van Gogh Alive is the latest addition to Carousel’s live events and arts portfolio, which includes leading festivals Victorious and bluedot, unique arts and dining experience Box On The Docks which is also based at MediaCityUK, and ongoing arts campaigns for retained retail client Selfridges.
Find out more here.