Campaign of the Week: Art Riot at Saatchi Gallery
In collaboration with the Tsukanov Family Foundation, Saatchi Gallery asked Midas PR to launch their 2017 blockbuster exhibition Art Riot: Post-Soviet Actionism to UK and international press. The exhibition featured work by high profile Russian and Ukrainian performance artists including Oleg Kulik, Pussy Riot, Pyotr Pavlensky, Blue Noses Art Group, Arsen Savadov, AES + F, Vasily Slonov, from posters and slogans to video art, staged photography and performances. Key objectives included securing high profile national and international media coverage for the exhibition, including interviews with the artists and curator and ensuring that Art Riot was remembered as one of the most exciting exhibitions of 2017.
Midas worked closely with Saatchi Gallery, the exhibition’s curator and Russian art patron Igor Tsukanov, as well as the exhibiting artists to secure the maximum number of interviews, as well as securing blanket coverage for the art fair including news stories, listings and previews. Midas worked closely with Igor Tsukanov to identify news stories to sell into the press. Midas organised a publicity schedule of interviews and media meetings for Igor Tsukanov, and exhibiting artists such as Pussy Riot member Maria Alyokhina. The campaign targeted high profile media across broadcast, broadsheets, magazines and websites.
Over the course of the three-month campaign, Saatchi Gallery’s website saw a 50% increase in traffic. Midas PR secured 180 pieces of press coverage across national and international broadcast, print and digital media. Coverage highlights included a front-cover interview with Pussy Riot member Nadya Tolokonnikova in The Times: T2 supplement, a news story in The Guardian, a feature in the i newspaper, a review in the Financial Times, a double-page preview in Time Out, a preview and a filmed interview with Pussy Riot on BBC Online, a feature in Harper’s Bazaar, a news story in i-D, and a double-page feature in The Art Newspaper. Broadcast interviews included BBC News at 5, Sky Arts: All Out Politics, Channel 4 News, CNN and BBC Radio 4: Front Row. International coverage came from newswires including EFE, EPA, ZDF and AFP, well as an interview with Petr Pavlensky in USA Today, a news story in Liberation (France) and Der Spiegel (Germany), a preview in Harper’s Bazaar Art (Russia), The Art Newspaper (Russya), Ahram (Egypt), Jordana (Mexico), Agerpress (Romania) and Aktualne (Czech Republic).