National Gallery and M&S

For the National Gallery’s Monet & Architecture, AKA joined forces with one of the UK’s leading retailers Marks & Spencer, to deliver a high-profile partnership that engaged a UK wide audience, amplified our outdoor digital marketing campaign and generated a real PR moment for the exhibition.

Using Claude Monet’s interest in food and wine as a cornerstone of the collaboration, we ran a national competition to M&S Sparks cardholders, offering an opportunity to win a Monet-inspired wine tasting experience at the National Gallery. The competition was promoted to the brand’s national database of 6.3 million members, with an email that achieved a 45% open rate (approximately 2.2 million) and generated 55,748 entries; the highest competition engagement figure in the history of the retailer.
The winners’ private event offered an opportunity for M&S to generate filmed content, which was then promoted to the retailers entire UK database.