Solution
The public relations project had three major areas of execution: targeted invitation mailings, private reception sponsorships, and publicity campaign. The initial step was identifying key local prospects who might be interested in purchasing Max’s retrospective art. The agency coordinated mass mailing with assistance from a representative from Pacific Place and sponsor, American Express; identified and secured participation from area arts organizations willing to sponsor two private receptions prior to official public opening of show; and managed a hard-hitting, focused media relations campaign. The agency targeted news and feature reporters from key local print and broadcast media to drive customers into the gallery during the grand opening and throughout the week.
Outcomes/Results
The private receptions were attended by hundreds of members from the four local arts organizations, many of whom purchased art while at the receptions. The publicity program and mass mailings were extremely successful in generating a “buzz” about Max’s exhibition and, in turn, a constant stream of gallery visitors and high sales over the course of the week. Of note was a full-length feature article on the exhibition in the daily Seattle Post-Intelligencer, several television feature segments and widespread coverage over the talk radio airwaves.
SERVICES PROVIDED:
Media Relations
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