Attract not only an initially loyal audience but also those who are not interested in contemporary art and don’t know anything about it.
We have decided to present the First Triennial of Russian Contemporary Art not only as an opportunity to discover images and installations, but also as a way to travel around the country and look at it from a new perspective – through the creative lens of contemporary artists from all over the country.
At the start of the campaign, Garage Museum of Contemporary Art announced that it was launching its own tourist agency. A website was created where it was possible to book a tour of any of the 40 cities in Russia (the same cities that were presented at the Triennial). The cost of one tour was equal to the exhibition ticket cost, and the dates of the trip were the same as the dates of the Triennial. After booking the trip, a user signed up for the museum’s mailing list and started preparations for the upcoming trip. The foundation of the creative concept was an idea of a big trip around Russia, say the authors of the project. This is how the slogan of the campaign «Russia as You’ve Never Seen It» and the corresponding hashtag appeared. The central element of the campaign was the video with Fedor Konyukhov where the well-known traveller encouraged viewers to take a look at the country as they’d never seen before.