Magazine article Marketing

Guardian Newspapers Sponsor the Tate

Magazine article Marketing

Guardian Newspapers Sponsor the Tate

Article excerpt

Guardian Newspapers' The Guardian and The Observer have signed a one-year deal, believed to be worth [pounds]500,000, to become media sponsors of the Tate Gallery.

The deal covers the Millbank Gallery, which is being redeveloped to house work by British artists and which will be known as Tate Britain, as well as the launch of the Bankside Gallery, or Tate Modern, which will house international modern art from 1900 to the present day. Each gallery is expected to attract about two million visitors a year.

As part of the deal, both newspapers will be sampled at the two galleries for six months. In addition, Guardian and Observer logos will feature on the press and poster campaign for the galleries, which runs from March to June. Guardian and Observer readers will also have the opportunity to win preview tickets to the Tate Modern before its opening on May 12, as well as one-year Friend of the Tate memberships.

In return, Guardian Newspapers will produce a commemorative issue of Observer Life, including a 40-page supplement celebrating contemporary British art, to coincide with the re-opening of Tate Britain on March 24. …

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