Making the Headlines: Artes Mundi 7 – The Winner

Midas PR was charged with securing high profile media coverage for the Artes Mundi 7 exhibition opening at National Museum Wales and Chapter Arts Centre on 20th October 2016. Additionally, Midas PR were assigned to secure media coverage for the winner announcement on the 26th January 2017. In a politically tumultuous 2016, the works of Artes Mundi 7 proved to be more relevant than ever, with six shortlisted artists exhibiting art work that reflect on the human condition and the world we live in now.

For the exhibition opening, Midas PR ran a press preview securing attendance from key art critics across the national newspapers, as well key art magazines. In addition, Midas engaged with a broad range of media to secure coverage beyond the arts pages, aligning Artes Mundi alongside other major art exhibitions including the Turner Prize, and profiling Cardiff as an arts and culture hotspot to lifestyle media. Midas worked closely with artists to secure features on the personal and political ideas behind their work, and to raise the profile of the Curator and Director of Artes Mundi, Karen McKinnon.

For the winner’s announcement, four months ahead, Midas liaised with key broadcasting outlets and national newspapers gaging their interest in an interview with the winner and ensuring they had the dates of the winner announcement.  Midas learned the identity of the winner three days ahead of the announcement and in this time sold in news stories and interviews around the winner to go live at 10pm following the winner announcement, central to the media outreach was securing an interview with the winner on BBC News at Ten with Will Gompertz.

Overall the PR campaign had a reach of 98 million, with 451 individual articles.generated. For the winner announcement, Midas secured blanket broadcast coverage on BBC News at 10, BBC Breakfast, BBC Radio 3, BBC World Service, BBC Radio Four, as well as a lead interview with The Guardian. The combined social media reach of The Guardian and BBC World Service interviews helped the winner announcement to reach 22 million twitter accounts in just two days, with over 1,000 people tweeting about the prize on the night.

Other key media outlets that covered the prize during the campaign included: The Guardian, Independent, Mail on Sunday, FT Weekend, Metro, The Observer, The Daily Telegraph, The Sunday Times, The Times, i Newspaper, as well as Art Review, BBC Arts Online, Blouin Artinfo, Aesthetica, Apollo, Art Forum, The Art Newspaper, State, Studio International, Stylist, The Week, Saga and Waitrose Weekend.

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