Midas establishes Cardiff as contemporary art capital

The brief: Artes Mundi is an international arts organisation based in Cardiff, UK. Established in 2002, Artes Mundi is committed to supporting ground breaking, international, contemporary, visual artists whose work engages with social reality and lived experience. Artes Mundi Exhibition and prize takes place biennially, running a sustained programme of outreach and learning projects in Wales alongside the public exhibition and prize giving in Cardiff.

Midas PR was briefed by Artes Mundi to run a major national & international print, digital and broadcast PR campaign, with a view to putting Cardiff on the map as a centre for contemporary art as well as lifting Artes Mundi out of the art ghetto and securing coverage in the non-arts pages of the press.

Strategy and implementation: Midas has positioned Artes Mundi as the biggest contemporary art prize in the UK and a key go-to event in the international Arts calendar. We have engaged with a broader range of media to secure coverage beyond the arts pages; focused on the human interest aspect of the artists and Artes Mundi spokespeople to extend coverage beyond just the listings and review pages; delivered extra stories that will result in a consistent flow of coverage for the duration of the exhibition not just around the private view and the prize giving; We will also ensure that the message of the exhibition and its shortlisted artists is clear and rich in cultural interest to compete with the Frieze/Liverpool  Biennial for autumn arts coverage; invite print, online, radio and television journalists to interview the lead curator/director and available artists in the run up to the show opening and beyond.

Results: We are currently still working on Artes Mundi 6 with the exhibition opening on 24th October. However we have so far hosted a London breakfast for 20 journalists that has resulted in coverage from Art Monthly, Apollo, Art Review, Guardian, Sunday Times, Independent and Financial Times. We have also brokered a media partnership with the art world’s most influential magazine Art Review who will curate a series of events with Artes Mundi artists in London. In addition we are organising a press trip for 20 journalists to visit the exhibition in Cardiff prior to the exhibition opening and we are also setting up a news survey around the state of Modern Art in the UK that we will release to the press around the time of the exhibition opening. Key artist interviews have also been confirmed with the Guardian, Wall Street Journal, New York Times and The Art Newspaper.

What makes Artes Mundi 6 unique is that it is both the largest contemporary arts prize in the UK (£40,000 prize) and that it is the only one which focuses on the place of the artist in society and how art can affect social change.

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