Public artwork: 'The distance of your heart'

British artist Tracey Emin is best known for bold works of monumental self-confession, but her new artwork for Sydney is a world away from this approach. Her public artwork The distance of your heart places over 60 handmade bronze birds around the city centre.

Timeline
March - April 2018
Project team
Outreach to audiences for the launch event and beyond was done by the marketing team in collaboration with media and City Art.

Our objectives

To create intrigue around a new public artwork by well-known artist Tracey Emin

To create intrigue around a new public artwork by well-known artist Tracey Emin

Who we targeted

  1. Visitors to the city
  2. CBD workers

Our approach

We aimed to create rich content that would be widely shared to reach a broad audience and create intrigue. We commissioned an ‘evergreen’ video that captured the essence of these tiny bronze sculptures nestled in tucked away spaces among our busy city streets.

The 1:30 minute video was released 3 weeks after the launch event and shared on social media and City websites. It was further distributed by industry influencers, native advertising and social media advertising.

What we did

We used the following tactics to reach our target audiences:

Content production

Social media advertising

Native advertising

Influencer outreach

Media outreach

Highlights

increase in City Art website traffic

(from week before launch)

1456

organic Instagram likes and 36 comments

Her 67 bronze birds ... are gentle reminders to slow down, to look up. AFR (3 April 2018)