A multi-channel marketing campaign for £35m Yorkshire art gallery, The Hepworth Wakefield, is to be developed by Rippleffect ahead of its opening in Spring next year.

Following an extensive tender process, Rippleffect has been handed the brief to develop an interactive website, an online shop and a series of viral campaigns which will raises awareness of the gallery’s art collections, exhibitions and cultural offer.

Rippleffect’s digital strategy will have a strong focus on social media and will involve the agency aiming to achieve stand-out as well as a SEO friendly website which will drive the gallery regionally, nationally and internationally as a Yorkshire visitor attraction.

Andrew Binns, senior business development manager at Rippleffect, said: “The Hepworth Wakefield is one of the most significant cultural developments taking place in the UK in 2011. As the largest purpose-built gallery space outside of London, it will be a ‘must visit’ destination and the work we are doing will reflect this.

“We will focus on delivering an easy to navigate interactive site that will encourage visits and help The Hepworth Wakefield reach its commercial objectives and attract over 150,000 visitors to the city each year.”

Hollie Latham, director of communications & marketing at The Hepworth Wakefield, added that the agency had already helped the gallery to facilitate a number of important user group consultations, which have helped it to improve its online presence.