Independent and LTA link for arts drive

The Independent and London Transport Advertising have signed up as media partners in a major promotional campaign for the Institute of Contemporary Arts, which breaks on Friday.

It is the latest in a series of aggressive reader promotions run by The Independent, which this week received confirmation of a fall in sales last month – from 290,129 in November to 275,980, according to latest ABC figures.

The three-month initiative is the largest arts-related cam-paign to run on London buses and London Underground, ac-cording to LTA. It is the second phase of Toshiba’s sponsorship of the ICA which started last year (MW September 30).

The campaign has been devised by Spero Communications, the sponsorship consultancy which negotiated the Toshiba backing.

A series of seven four-sheet posters have been created around games-related themes. One of the aims of ICA founder Sir Herbert Read was to create an “adult play centre”, according to Spero Communications managing director Ian Spero.

Each poster promotes an aspect of the arts and directs the viewer to The Independent’s Friday review section, Metro. From this week until April, readers will be offered reduced membership rates and access to special events.

The promotion takes in like-minded arts organisations such as The Lyric, Hammersmith, the Hayward Gallery, National Film Theatre and Design Museum, which will also offer special rates.

The posters will run on London Underground and selected Red Arrow commuter bus services.

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