Photo credit: Kane Hibberd & Will Drummond
In June we launched SCALE, the debut UK exhibition by award-winning photographer Kane Hibberd, at Unlocked Shoreditch - featuring life-sized portraits of 100 iconic guitars.
To successfully launch the exhibition, we needed to position the show as a standout cultural moment within a saturated market and to target audiences that bridged music and art across Londoners, the wider UK and international tourists.
We issued a press release to announce the exhibition to our close arts media contacts and regional writers that leaned heavily on the star power of featured guitars from the likes of Paul McCartney, Dave Grohl, Joan Jett, Ed Sheeran, and more to help elevate the story and grab immediate media interest.
Launching with an exclusive VIP viewing event helped us to drive awareness post press announcement, whilst giving consumers a sneak peek of the exhibition via socials and media coverage ahead of opening. Coverage and content from the launch event was essential to bring the exhibition to life, give potential ticket buyers additional context and provided trusted third-party endorsements.
We secured national media interviews with featured artists attending the launch, including Suzi Quatro and Bruce Welch OBE (The Shadows) and managed RSVPs with a final guest list of 200 guests across press, influencers and music industry movers and shakers - including The Guardian, Mail Online and BBC 6 Music.
To continue to drive awareness and maintain momentum post-launch, we actioned tried and tested listings pitching, securing national and regional media listicle features.
Carousel secured 21 pieces of coverage across national, broadcast, music, regional, consumer and influencer media with a combined reach of over 300m. Coverage communicated key messaging and painted a picture of the unique exhibition via standalone news features, listings and interview features whilst positioning the exhibition as a must see destination in London’s bustling arts scene.
Coverage highlights included The Times, Mail Online, BBC 6 Music, Far Out and London on The Inside
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