Internationale Architecture Biennale Rotterdam

How do you increase the visibility of a temporary biennale?

The challenge

The sixth edition of the International Architecture Biennale Rotterdam, IABR–2014–URBAN BY NATURE– opened in May 2014 at the Kunsthal, Rotterdam. The theme of this edition was ‘the city as nature’. BRAND was invited to create the entire marketing and communications strategy, just as we had in 2011.

Our approach

IABR has a clear social agenda for which it seeks to create broad-based support. The goal is to tell a story to professionals, urban designers, administrators and policy makers as well as people with a personal interest in the theme. Numerous knowledge institutions, organisations and companies helped to shape the IABR agenda and contributed to the exhibition. Our campaign focused on the partnerships with these stakeholders, and activating their supporters. We also collaborated closely with a number of media partners.

The outcome

Our campaign zoomed in on the various target groups. We offered in-depth content for professionals through various extensive media partnerships, among other things. Locals got to know their hometown better through blogs, a separate guided tour, and a route through the city. Museum visitors shared the story of the IABR with their children through our special children’s trail.

Collaborations with events such as the Shell Ecomarathon and North Sea Jazz Festival created visibility among adjoining target groups and helped to further embed the IABR in the city.