Raising awareness of the Giudecca Art District, Venice’s fascinating new art quarter

The Giudecca Art District is the newly founded permanent art quarter on the island of Giudecca in Venice, hosting a new curatorial programme with a programme of events and exhibitions open all-year round.

 

They tasked us with securing high-profile international and national media coverage for the Giudecca Art District and the flagship installation Body as Home by the October! Collective, increasing awareness and driving footfall to the exhibitions.

The Work

For the Giudecca Art District and flagship installation announcement in March 2019, we secured news stories across digital international, lifestyle, arts, travel press and social media channels.

A launch party took place in London, our team ran the press list and raised awareness by securing high-profile journalists and influencers, including Rose McGowan, N by Norwegian, EFE, New York Times and Metro. And at the launch party in Venice, Russell Norman (Founder of Polpo), Forbes, Art Newspaper, Time Out London, Wallpaper, Studio International and Spiegel also attended.

After the news announcement, we worked closely with the October! Collective to secure features and long-form articles to engage with the personal and political ideas behind their work and to raise the profile of the artists. Securing these interviews and features with a three-month lead time helped drive awareness and footfall to the launch of Body as Home at Giudecca Art District in May.

Midas branded Giudecca Art District as the alternative island to visit in Venice and engaged with high profile travel journalists to drive tourism to the island.

For the exhibition opening at Giudecca Art District, we held a press preview and press tours with key art critics and high-profile journalists across international, travel and lifestyle press securing reviews and features.

Key media outlets that covered Giudecca Art District and October! Collective during our campaign included: Financial Times, Sunday Times, Dazed, Vogue, Elle, Forbes, The Art Newspaper, Frieze, Wallpaper, Blouin, A-N, Time Out, Conde Nast Traveller, Easy Jet Traveller, Grazia and Country and Townhouse.

Our digital team created Instagram and Twitter accounts for October! Collective and grew followers by uploading engaging daily content using both imagery and video content to attract new followers.

The flagship video installation Body as Home by October! Collective had a circulation of 126 million, and Giudecca Art District reached 45.5 million. There were 200 pieces of coverage in total for the campaign – this included 80 pieces of international coverage, 65 pieces of art media coverage, 10 newswires, national newspapers, and lifestyle media in print and online.

The social media accounts gained impressions of 1K – 5K per post.

80 pieces of international coverage, including:
  • Grazia Croatia
  • Le Quotiedien De L’art
  • Diario Vasco
  • Elle Décor Italy
  • Finestre sull’Arte
  • Vogue Poland
  • Vogue Russia
65 pieces of art media coverage, including:
  • After Nyne
  • Art Tribune
  • ArtNet
  • Frieze
  • It’s Nice That
  • Art Journal
  • Architectural Digest
  • Culture Whisper
  • The Art Newspaper
10 newswires, National newspapers, and lifestyle media,  including:
  • Financial Times How To Spend It
  • The Times Travel
  • Country & Townhouse
  • Wanderlust
  • Wallpaper*
  • L’Officiel
  • Norwegian Air
  • Forbes
  • Dazed