RedHouse Originals Gallery
placing a regional gallery on the national news map.
Brief
RedHouse Originals is a commercial art gallery based in Harrogate, North Yorkshire that specialises in Modern and Contemporary Art. They host major exhibitions by leading artists of the 20th and 21st Century; including Pablo Picasso, Banksy, Damien Hirst and David Hockney, as well as multi-platform artists such as The Coral, Peter Doherty, Goldie and Horace Panter.
Despite having some very cool artists on their books, RedHouse felt that they weren’t yet really ‘on the map’ when it came to media exposure; having achieved limited exposure in regional titles previously.
RedHouse Originals engaged Tuesday Media to help them to promote their group show Trooping the Colour, with the remit to widen exposure of the show beyond the local newspaper.
Challenge:
Our key challenge was: how to tell the story of a regionally located art gallery to a broader, national audience?
Strategy
We know that, ultimately, it is the strength of story that lies at the heart of every successful PR campaign. And so, we set about digging into this with our client. We needed to find a hook that would capture the imagination of national press and beyond.
During our discovery phase with RedHouse, our client revealed that they had some Andy Warhol photographs in the exhibition. Having ascertained that these images had never before been seen in the UK, together, we set about crafting a story hook: that the subject matter of these images were Andy Warhol’s version of Instagram.
Using our little black book, we pitched the story to our journalistic contacts in the national cultural pages.
“Tuesday Media achieved outstanding success in promoting our Trooping the Colour exhibition, 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.”
RedHouse Originals
Richard McTague, Managing Director
Results
The journalists loved our story angle.
We secured a half page national exclusive in The Times, featuring all of our key messages, including a quote from our client and the opening date of the show.
The Daily Mail, the most read English language news website in the world, ran the story with the headline “Warhol’s China… for the Instagram generation: Artist showcases selfies and food snaps from 1982 Beijing and Hong Kong trip in world-first exhibition in UK”.
We even secured broadcast coverage on ITV News on the day the show opened and the story was Retweeted by ITV journalist. Finally, we even secured international exposure as far as the Chinese state news agency.
The coverage secured drove significant footfall driven to the gallery and the appearance of numerous red dots on the walls, meaning art work sales.
Coverage Secured:
7 Print & Online
1 Broadcast
Potential Reach:
200,409,197
National New Outlets:
MailOnline, ITV, ChinaDaily and The Times
Find out more
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