Visual Language LLC

Writing and Design by Ellen M Shapiro

Imagine the Art Inside

For more than a decade, we produced Guggenheim ads that were placed in all New York City visitor and travel publications, from Arrive to NYC&Co to Where magazine.

The “If this is the frame” campaign ran successfully since 2002 in dozens of full- and fractional-page sizes and formats.
Every few years called for a logo or stylistic update.
We produced ads in multiple languages including Mandarin.
I developed the Well-Rounded campaign with the Guggenheim’s marketing team, who wanted to announce the Abstraction in the 20th Century exhibition as well as emphasize the museum’s diverse offerings, including a café, the Guggenheim SoHo, and free evening jazz concerts.
A bus was the perfect vehicle to bring the message down Fifth Avenue and up Madison.
The real problem was that memberships were down. The response rate from the usual $60 annual membership solicitations with multiple pieces and reply cards was dismal. From a telephone survey I learned that art lovers covet invitations to gala black-tie openings. The same mailing list was sent a heavy cream-colored invitation with RSVP card (that offered a free one-year membership with a $60 contribution/ticket to the opening). This was the most successful direct mail piece in museum history, and was widely imitated.