KUNSTMAAND AMELAND: CREATIVE BRIEF

1. Defining the problem
The challenge lay in the awareness stage — the content failed to stand out for the desired target audience. A content audit revealed initial insights into why this might be the case, looking at factors such as tone of voice, formats used, and the substance of the content itself.

2. Quantitative research
With a survey we found out more about the values, personality and motivations of media usage of the target audience to aid with creating a persona.

3. Qualitative research
For more in-depth insights for creating the persona and eventually figuring out a content domain, we conducted interviews to find out more about topics such as motivations for visiting art events, motivations for engaging with art, and their content preferences. We found out that the primary motivations for engaging with art for this target audience were both the internal and cognitive experiences, meaning they valued both inner reflection through art as well as learning about the story and process behind the artwork as opposed to surface-level consumption.

4. Content domain & creative concept
Combining the brand personality and their expertise, as well as the target audience insights from the research, we came up with a content domain "Reflecting with Art" - the content acts as inspiration for mindful art consumption and offers tips for how to use art as a tool for reflection and introspection. The creative concept "Taking a Break from Reality with Art" positions the content as a resource for how to start a reflective journey with art. The island's isolated environment mirrors the theme of taking a break from reality, creating a space away from the pressures of the outside world. This domain also sets Kunstmaand Ameland apart from competitors, who largely focus on the same content — showcasing the artists and artworks of their events.