The Art Fund targets coffee drinkers through Caffѐ Nero partnership

By Gillian West | Social media manager

101

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101 article

September 30, 2014 | 2 min read

National fundraising charity for art The Art Fund has partnered with Caffѐ Nero to introduce coffee drinkers to the benefits of its National Arts Pass.

The partnership, brokered by creative agency 101, is rolling out in all 560 Caffѐ Nero outlets nationwide offering customers a three-month National Art Pass for £10 which gives them free access to over 220 museums and galleries nationwide and well as 50 per cent off major exhibitions as long as they register a limited edition gift card.

The Art Fund’s director of marketing and membership, Carolyn Young, commented: “Strategic partnerships are an opportunity to gain access to valuable new audiences who may not be aware of the National Art Pass, as well as to promote what’s on at museums and galleries across the UK. By providing a taste of the National Art Pass for Caffѐ Nero coffee drinkers we will not only inspire them to subsequently buy an annual pass, but to visit and enjoy the wealth of great art there is to see this autumn.”

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Caffѐ Nero partnerships manager, James Flett, added that the coffee chain was “pushing our art credentials as a differentiator setting us apart from the competition” as part of its marketing strategy.

“Being able to offer our customers’ access to a taste of the National Art Pass will really add value for our fast-growing base of registered gift card holders, and encourage more to join,” he said.

Additionally a range of other in-store and online benefits are being introduced under the partnership including a landing page accessed from Caffѐ Nero’s Wi-Fi which shows museums and galleries within the vicinity as well as National Arts Pass benefits on offer.

The Art Fund’s magazine, Art Quarterly, will also be available free to peruse in-store along with exhibition guides detailing what’s happening across the UK this autumn/winter.

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