Midas PR’s campaign for the Giudecca Art District during the 2019 Venice Biennale reaches over 160 million globally
October! Collective was founded by London based artists Aleksandra Karpowicz (POL), Fayann Smith (UK) and Isabella Steinsdotter (NOR), whose work challenge our understanding of selfhood, gender expression and societal standards. October! Collective’s triptych video installation Body As Home was the flagship installation for the international launch of the Giudecca Art District during the 2019 Venice Biennale.
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. Away from the clamour of the mass tourism in Venice, GAD is the alternative art quarter for art and travel enthusiasts.
What they wanted us to do
Midas PR was charged 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. Midas were assigned to secure news stories, reviews, interviews and features across newspapers, news wires, lifestyle, arts and travel press, to drive awareness and footfall to the exhibitions on the Giudecca Art District.
How we did it
For the Giudecca Art District and flagship installation announcement in March 2019, Midas PR secured news stories across digital international, lifestyle, arts, travel press and social media channels. For the launch party in London, Midas ran the press list and secured high profile journalists and influencers to raise awareness.
After the news announcement, Midas worked closely with the October! Collective to secure features and long form articles on the personal and political ideas behind their work and to raise the profile of the artists. Midas PR secured these interviews and features with a 3-month lead time to drive awareness and footfall to the launch of Body as Home at GAD in May. Midas branded GAD 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 GAD, Midas PR ran a press preview and press tours with key art critics and high-profile journalists across international, travel and lifestyle press to secure reviews and features.
What we achieved for them
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 news wires, national newspapers, news wires, and lifestyle media in print and online.
For the launch party in London, influencers and media that attended included: Rose McGowen, N by Norwegian, EFE, New York Times, Metro. For the launch party in Venice, influencers and media that attended included: Russell Norman, Forbes, Art Newspaper, Studio International and Spiegel.
Key media outlets that covered Giudecca Art District and October! Collective during the 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.
Reviews for Giudecca Art District included: “One of Europe’s biggest recent expansions in the art world” – It’s Nice That, “Venice’s answer to London’s Shoreditch” – Wallpaper*, “A must-visit art hub” – Easy Jet Traveller Magazine, “Hair-rising exhibitions” – Time Out
Reviews for Body as Home by October! Collective included: “An arresting performance” – Forbes, “Women are taking centre stage” – Financial Times, “Our attention has been caught by ‘Body as Home’” – It’s Nice That, “If you just have time for one exhibition, ‘Body as Home’ is the one to catch” – Art Net
Midas created Instagram and Twitter accounts for October! Collective and grew followers by uploading daily content using both imagery and video content to engage new followers. The accounts gained impressions of 1K – 5K per post.