New York dolls up for advertising tie-in

AN Edinburgh gallery and music store will join forces next week to bring a touch of rock ‘n’ roll to the capital’s latest art show.

The Scottish National Gallery of Modern Art’s new exhibition of works by renowned photographer, Robert Mapplethorpe, will be accompanied by a co-promotion at Fopp’s Rose Street shop in the capital.

The outlet’s window will become a showcase for New York acts to reflect Mapplethorpe’s rock ‘n’ roll-inspired work from the 1970s and 1980s.

Customers who buy albums from artists such as The Strokes and The Velvet Underground will be entitled to two-for-one tickets for the exhibition.

Organised by the Edinburgh branch of media planning and buying agency, Feather Brooksbank, who handle campaigns for both the National Galleries of Scotland and Fopp, it is hoped that the co-promotion will attract a more cool and discerning audience to the event.

Tim Bissett, account manager with Feather Brooksbank, says: “We’ve never done this sort of thing before. Fopp, in particular don’t do ads, except for new launches, and are usually very low key with their advertising.

“This cross promotion does not follow the traditional advertising route, but ties in with promoting a new image for the National Galleries which targets a younger audience.”

The Robert Mapplethorpe exhibition opens this Monday and runs for the first two weeks of next month.