Photographs © David Parry / FRAMELESS. Nelson Mandela, NPG x128760 Nelson Mandela by Jillian Edelstein, 6 February 1997 © Jillian Edelstein. With thanks to the Nelson Mandela Foundation.
The Brief
After a successful run as a pop-up immersive art experience in MediaCity, Greater Manchester, FRAMELESS brought the groundbreaking Stories - Brought to Life, in partnership with the National Portrait Gallery, to its London home.
The unique experience explored the fascinating lives behind some of the most iconic faces from the National Portrait Gallery’s Collection including Amy Winehouse, Malala Yousafzai, Nelson Mandela, Queen Elizabeth II and William Shakespeare.
Following its premiere up North, the experience used expansive immersive artwork and soundscapes to bring the stories to life, with a mission to make art more accessible to young people through the art medium of portraiture.
We were challenged to maximise awareness and visibility across the capital through press and influencer partnerships, as well as deliver general support on launch day.
Our Response
Building on our success launching the experience in Manchester, we structured a hardworking press office dedicated to driving local and national coverage ahead of opening, as well as maintaining momentum in the initial few weeks.
We offered first-look experience to press and a select number of art and lifestyle influencers in an intimate press morning on the day of launch, to gain a strong burst of coverage from the get-go. Also present at the press morning were celebrity ambassador Ricky Wilson - lead singer of Kaiser Chiefs and an artist himself, as well as Painter John Henry Wonnacott CBE who painted the late Queen Elizabeth II and Photographer Dr Ram Shergill who captured several of Amy Winehouse’s portraits. Their presence provided additional media angles for the London press.
Once the experience was open to the public, press office efforts continued, generating additional media coverage, as well as ensuring a stream of lifestyle and family influencers to spread the buzz onto social feeds in the city.
The Results
Through our integrated approach to press and influencer relations, we drove awareness and credibility for Stories - Brought to Life within national and London media and influencer feeds.
In just a couple of months, our hardworking press office generated over 50 pieces of coverage with a total PR reach of over 77m, and 70 per cent of online coverage included a link to the Frameless LONDON ticket website. Standout coverage included a video package by London Standard, as well as articles with the iNewspaper (print), Shortlist, Visit London and City Kids magazine, to name but few.
Likewise, our influencer approach generated over 50k video views, all generated through free-of-charge visits to the experience, with the majority of influencer guests also posting on the grid for increased visibility with their audiences.
Looking for an integrated agency to drive demand for your event?
You’re in the right place. Get in touch here.
