Midas generates a total audience of 572 million for Manolo Valdes exhibition at Opera Gallery

Our client
Opera Gallery is one of the leading international dealers and representatives of Modern and Contemporary Art, with galleries in New York, Miami, Paris, Monaco, Singapore, Hong Kong, Seoul, Beirut, Dubai and more. Opera Gallery offers museums, foundations and private international art collectors’ unique access to a diversity of Modern and Contemporary artists through an exciting programme of curated exhibitions and high-profile art fairs. Their collection includes some of the biggest living contemporary artists from around the world as well as the biggest artists from the 20th century including Pablo Picasso, Marc Chagall, Jean Michel Basquiat and Andy Warhol.

What they wanted us to do
Midas were hired to promote Spanish leading visual artist Manolo Valdes’ exhibition at Opera Gallery London and celebrate the 25th anniversary of the international gallery chain by hosting a press brunch and a private view. We were also tasked to promote Manolo Valdes’ profile as a leading contemporary artist and create press opportunities for the Opera Gallery director Gilles Dyan.

How we did it
Midas PR announced the exhibition to all press in September 2019 and secured news stories across print, digital, international, arts and lifestyle media. After our initial announcement in September 2019, Midas worked closely with the London gallery team to build up to the opening of the exhibition by setting up a press brunch with the artist and arranging a guestlist for the private view.

We achieved great results by targeting the gallery’s target audience of international art aficionados as well as securing widely spread coverage in key national newspapers and arts media including The Times, ArtNet, Artsy, Mutual Art. We also arranged series of international newswires and photowires to attend the exhibition opening, including EFE, AFP, Getty, Alamy and Rex.

What we achieved for them
Over the course of the three-month campaign between August 2019-October 2019 Midas generated a reach of 572 million with a total of 43 pieces of coverage including 8 pieces of art coverage, 9 pieces of newswire coverage, 17 pieces of international coverage and 3 pieces of print coverage.

Key media outlets that covered the exhibition included The Times, AFP, EFE, Getty, Alamy, Artsy, ArtNet, Mutual Art, FAD Magazine, Art Rabbit, Press Association and La Vanguardia.

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