Kallaway Sponsorship - Invest and Inspire: National Theatre, The British Museum, National Gallery and Tate Britain

Barclays commissioned Kallaway to bring to life its values of leading, original, enabling and visionary and create a sponsorship that would involve opinion formers, potential and existing customers, staff and the wider public.

After extensive consultation with the sector, Kallaway developed Invest and Inspire, a 3m investment from Barclays over two years, creating the most ambitious and comprehensive cultural sponsorship undertaken in the UK.

Invest and Inspire united a selection of cultural institutions to:
Find innovative activities to break down barriers and open up the arts
Encourage the sharing of resources to attract larger and more diverse audiences.
Increase young and first time visitors

An audit of 12 major London institutions identified the National Theatre, The British Museum, National Gallery and Tate Britain as partners for the project.

One example of the sponsorships success was to enable the National Gallery to stage late night openings of their blockbuster shows for the first time. Due to budget restraints, it was not possible to test the commercial viability of such openings before.

These late night events attracted a new audience to the National Gallery and 28,000 extra visitors. The programme proved the viability of late openings and are now a regular fixture on the London Museum circuit.

Other innovations included:

Sponsorship of the National Theatre to open on Sundays for the first time. The first Sunday opening was marked by a major public celebration attended by 10,000 people including over 2,000 members of Barclays staff.

Stand out Barclays events at the British Museum that attracted a 70 percent increase in first time visitors

Bringing the British Museum and National Theatre together for the first time to collaborate on the first ever outdoor concert programme in the Forecourt of the Museum.

A dedicated Barclays employee programme encouraged staff support. This included discount tickets, exclusive access, free transport to shows and a magazine distributed to 70,000 staff. A travelling road show brought elements of the programme to branches around the country.

A supporting public relations programme secured coverage across the national and regional media.

Barclays Invest and Inspire broke new ground for the company and its cultural partners, providing genuine CSR value and business benefit.

Barclays was recognised by Hollis as one of the UKs top three corporate contributors to the community.