In 2011, BALTIC Centre for Contemporary Art became the first non-Tate gallery to host the Turner Prize. Taking this prestigious award outside of London placed Newcastle Gateshead firmly in the spotlight, offering a fantastic opportunity for a sponsor to build a unique relationship with a regional audience, gaining national profile at the same time.
The partnership between BALTIC and Nokia brought together two great brands with a desire to communicate. Nokia’s sponsorship of the Turner Prize 2011 provided a creative platform for the ‘amazing everyday’ campaign, bringing cutting edge technology to a new audience. Nokia was keen to work with BALTIC to create a unique cultural experience for the north east. Over the course of the exhibition Nokia was able to surprise and delight audiences with events and activities which enabled visitors to get a new perspective on the Turner Prize.
The Turner Prize has always existed to encourage debate and raise awareness of Contemporary British Art. BALTIC was keen to develop a partnership in which Nokia, as a world renowned technology and entertainment brand, could help people access this debate. Using Nokia’s advanced technology, art fans and critics were able to get closer to the subject matter and express their feelings.
The comprehensive external marketing campaign around the Turner Prize 2011 gave the partnership both regional and national coverage, and as headline sponsor Nokia’s logo appeared on all Turner Prize 2011 advertising.
The ‘Nokia Experience’ was created in BALTIC’s Level 2 space. This area gave Nokia the chance to create a unique space where visitors could find out more about the Turner Prize artists, hear other visitors’ thoughts, create their own artwork and interact with the latest Nokia handsets. More than 70,600 people visited the ‘Nokia Experience’ during Turner Prize 2011.
To celebrate the launch of the new Lumia 800, Nokia hosted ‘Amazing at Night’, an exclusive after-hours event at BALTIC. This attracted a new audience to BALTIC and many of the guests stayed to engage in lively discussion with Peter Griffith, Head of Nokia Mobile Phones, before moving on to BALTIC’s Riverside space.
Nokia had a strong presence at the Turner Prize 2011 preview events. The Private View welcomed over 770 invited guests, while the Preview Party attracted more than 1,800 party goers to BALTIC. The Award Announcement at BALTIC on 5 December 2011 was attended by over 1,000 guests and was broadcast live on Channel 4. Nokia had prominent branding around the event and hosted the after party in BALTIC’s Riverside space. This gave guests the chance to celebrate Martin Boyce’s success, with well known DJ Simon Watchman-Atkinson providing the music. The programme was seen by 280,000 viewers with a 1.1% overall audience share.
The response to the Turner Prize 2011 was overwhelming. The exhibition attracted more than 149,700 visitors, introducing both BALTIC and Nokia to this audience. The sponsorship was a true partnership with both brands working together to bring the audience a new and exciting experience.