CASE STUDY
RedHouse Originals: putting a local gallery on the global art map
The Story
RedHouse Originals had an enviable artist lineup: Picasso, Banksy, Damien Hirst, and David Hockney as well as living legends, but despite this, they remained a hidden gem in the national art scene. With a major exhibition on the horizon, Trooping the Colour, they faced a challenge: how to break out of the regional bubble and gain recognition on a bigger stage.
The breakthrough came with a game-changing narrative – uncovering a never-before-seen Andy Warhol collection, crafting an irresistible media hook and executing a high-impact PR campaign. By crafting a compelling story and securing top-tier media placements, we transformed RedHouse’s visibility overnight. Headlines in national and international media, TV broadcast coverage, a surge in gallery visitors secured its position as a destination for world-class art.
‘Tuesday achieved outstanding success…’
1
Newspaper exclusive
7
Pieces of coverage
2m
Potential reach
1
TV broadcast
1
Chinese state broadcaster feature
RedHouse Originals, a contemporary art gallery showcasing some of the biggest names in modern art, needed to break out of its regional niche and establish itself as a nationally recognized destination. With a landmark exhibition on the horizon, they turned to us to craft a compelling media campaign that would capture attention beyond Yorkshire.
The solution? A powerful narrative positioning never-before-seen Andy Warhol photographs as his version of Instagram—an angle that secured national headlines, international coverage, and a surge in gallery visitors. Best of all – red dots appeared on the wall next to key pieces of artwork, meaning that they got sold.
‘It was a great way to start our relationship’
OUR APPROACH
Discovery & Strategy
- Identified a compelling media hook during our discovery phase: the exhibition included never-before-seen Andy Warhol photographs.
- Crafted a strong narrative around the idea that these rare images were Warhol’s version of Instagram, linking his 1982 Beijing and Hong Kong trip to modern social media culture.
- Positioned RedHouse Originals as a gallery bringing exclusive, world-first cultural moments to the UK.
Campaign Execution
- Leveraged our network of national journalists to pitch a compelling, timely story angle.
- Secured an exclusive half-page feature in The Times that highlighted the exhibition’s significance.
- Achieved widespread national and international coverage, including a major feature in The Daily Mail with the headline: Warhol’s China… for the Instagram generation.
- Secured broadcast coverage on ITV News on the day of the exhibition launch, amplifying reach and credibility.
- The story was picked up globally, even making its way to the Chinese state news agency.
Key Results
- National and international media exposure across major publications and broadcast platforms.
- Significant increase in footfall to the gallery, directly linked to the coverage.
- Increased sales, with multiple pieces selling as a result of the heightened visibility.
- Enhanced brand positioning, firmly placing RedHouse Originals on the cultural map as a leading contemporary art gallery.
“Tuesday Media achieved outstanding success in getting our name out in the regional, national and international press. It was a great way to start our relationship and we look forward to working on many more projects together in the future.”.”
Richard McTague, Managing Director
RedHouse Originals Gallery
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