Case Study : San Remo and the Renaissance exhibition
San Remo partnered with the National Gallery of Australia to bring the most significant exhibition of 15th and 16th century Italian Renaissance art ever to come to Australia - to the National Gallery in Canberra.
The Renaissance exhibition was a perfect brand fit with San Remo, an iconic Italian-Australian consumer goods company, as the company is passionate about promoting the best of Italian culture – and food – in Australia.
San Remo successfully used their association with the National Gallery and the Renaissance exhibition to position their brand and product as a premium and quintessentially Italian pasta brand. San Remo produced:
As the Principal Partner of the Renaissance exhibition San Remo’s logo was featured in an extensive national media campaign, which encompassed television, radio, online, outdoor and newspaper advertising.
San Remo’s association with the Gallery and the Renaissance exhibition was further promoted through the San Remo Chef and Curator dinners.
Renaissance was the second most successful exhibition, after the blockbuster Masterpieces from Paris, held at the National Gallery in the last decade. It attracted 213,000 visitors, 81% of them from outside of Canberra or overseas, and generated an estimated economic impact of $75 million for the Australia Capital Territory.
During the exhibition period San Remo’s Facebook friends increased by 55% and there was a significant spike in hits to San Remo’s YouTube channel. Over 800 grocery stores around Australia and New Zealand promoted San Remo and NGA’s Renaissance prize package.