Midas generates a circulation of 40.3 million for copper artist Sadie Clayton and Ai-Da robot’s four day workshop at Tate Exchange

Our client
Midas was hired by high profile gallerist and art dealer Aidan Meller to promote Ai-Da the robot and Sadie Clayton’s four-day workshop at Tate Modern’s Tate Exchange.

Ai-Da is the first ultra-realistic robot capable of drawing people from life using her eye, and a pencil in her hand. Using AI processes and algorithms developed by scientists at Oxford University, Ai-Da’s ability as a humanoid robot to draw and paint from sight has never been achieved before.

Sadie Clayton is a London based copper artist fusing together technology, fashion and art. Fascinated by design and innovation, Sadie took these foundations to explore the creative boundaries between art, technology and fashion, presenting her working process with copper through Augmented Reality for her Spring/Summer 2018 collection. She has showcased and demonstrated the art of working with copper metals as a part of the Nick Waplington / Alexander McQueen: Working Process exhibition at the Tate Britain and has presented her work at Art Basel Miami.

What they wanted us to do
Midas were given 10 days to promote the four-day workshop run by Sadie Clayton and Ai-Da at Tate Exchange situated within Tate Modern. We were tasked to set up interviews with both of the artists as well as inviting press to meet Ai-Da and Sadie at two press days run at the event by Midas.

How we did it
Midas PR announced the event to all press 10 days before the event securing news stories and interviews across print, digital, international, arts and lifestyle media as well as generating valuable pieces of broadcast coverage leading up to the event. We worked closely with the two artists – Sadie and Ai-Da – as well as the creator of Ai-Da, Aidan Meller, to create press opportunities around the event before and during the workshop. As a result, we achieved great results regardless of the quick turnaround with coverage in BBC News, BBC 1: Sunday Morning Live, Kinfolk, The New York Times, London Live, Dazed, Getty, High Snobiety and Joe.co.uk amongst many others.

What we achieved for them
Between 18 October-8 November 2019 we achieved a total circulation of 40.3 million with 31 pieces of individual coverage.
We ran two successful press days with attendees including The New York Times, AFP, Getty, London Live and Joe.co.uk. We also achieved 13 pieces of lifestyle coverage including High Snobiety, It’s Nice That, Kinfolk, The Face and Dazed; 11 pieces of international coverage including The New York Times, The New York Post and Corrierre Della Serra and 3 pieces of broadcast coverage including BBC News, BBC1: Sunday Morning Live and London Live.

Comments are closed.