Drive-thru art: how the Tate is engaging the public with ad innovation

Tate’s digital comms manager discusses its recent marketing campaigns and the location-based, personalised nature of its advertisingModern advertisers are under increasing pressure to provide innovative, unique campaigns that set their brands apart from the crowd. Arts organisations are no exception. In recent years Tate has embraced location and personalisation technologies to deliver large-scale ad campaigns that inform, educate and invite participation with the gallery – all with a real-t