Sumo

The Hepworth Wakefield, Yorkshire’s major new art gallery, has welcomed its 100,000th visitor - less than five weeks since it opened. This milestone has outstripped expectations with visitor numbers now looking to far exceed the first year target of 150,000.

Sumo developed the launch campaign for The Hepworth Wakefield, which promoted the gallery through outdoor and press advertising, direct mail and digital channels.

Simon Wallis, Director of The Hepworth Wakefield said, 'We are absolutely thrilled to reach the 100,000 milestone so early into our opening year. We’ve had visitors travelling far and wide, including Japan, France and even Australia to spend a cultural weekend in Yorkshire, to enjoy The Hepworth Wakefield, Yorkshire Sculpture Park, Henry Moore Institute and Leeds Art Gallery.” He added: “While it’s a great achievement, we know we have to continue the hard work to ensure we build on this early success and continue putting Wakefield and Yorkshire on the map.'

The gallery has already provided a huge boost for the local economy. With tourists visiting a top national attraction like The Hepworth Wakefield spending an estimated average of £21 each, the first 100,000 visitors to the gallery will have generated £2m worth of income for the local economy, with money being spent in local shops, restaurants, cafes, pubs, other attractions and hotels.

Jim Richardson, Managing Director of Sumo said, 'The Hepworth Wakefield is a world-class cultural venue, and we are proud to have played our role in promoting it's unique offer. We are now working with the gallery on a new campaign for 2012 to ensure that it continues this early success'