Midas launches London’s new all-female gallery Boogie Wall during Frieze with total circulation of 96.9 million

Our client
Midas were hired to launch and promote London’s new international female-only gallery Boogie Wall during Frieze week in October 2019. We were hired to promote the gallery’s inaugural exhibition Notre Dame / Our Lady that featured three internationally acclaimed female artists Delphine Diallo, Namsa Leuba and Alice Herbst with works ranging from photography to painting.

What they wanted us to do
Midas were hired to launch the gallery concept and to promote their inaugural exhibition Notre Dame/Our Lady ahead of the exhibition. We were tasked with generating high profile media coverage around the exhibition and the artists; organising a press view for the exhibition ahead of its public opening; formulating significant profile for the gallery as an important new arts authority in London and creating discourse around women’s place in the art world through engaging media coverage across print, digital and broadcast.

How we did it
Midas PR launched Boogie Wall gallery to all media in August 2019 and secured news stories across print, digital, international, arts and lifestyle media as well as several pieces of broadcast both nationally and internationally. After our initial announcement in August, Midas worked closely with the gallery director Josefina Kapelo to build up to the opening of the gallery’s inaugural exhibition in October 2019 by setting up interviews for both her and the artists across broadcast, print and digital.

Regardless of the exhibition coinciding with oversaturated exhibition calendar of Frieze week, we organised a well-attended press view and private view that attracted several high profile national and international journalists. We also secured valuable print coverage across newspapers and lifestyle media including a picture story in The Times, full page picture story in the art issue of Country & Townhouse and an inclusion in Harpers Bazaar’s official Frieze week print issue.

What we achieved for them
Over the course of the three-month campaign between August 2019-October 2019 Midas generated a reach of 96.9 million with a total of 44 pieces of coverage including 7 pieces of print coverage, 5 pieces of newspaper coverage and 4 pieces of broadcast coverage.

Key media outlets that covered the exhibition included BBC News, CNN Style, The Times, Mail Online, CNN Arabic, CNN Africa, The Sun, Harper’s Bazaar, Country & Townhouse, BBC Radio London, British Journal of Photography, AIR Magazine, Corrierre Della Serra, British Journal of Photography and Press Association.

“The pioneering gallery promoting women in the art world” – Harper’s Bazaar
“Boogie Wall is a real barrier breaker” – AIR Magazine
“Think women are under-represented in art? To address this imbalance, new all-female focused London gallery Boogie Wall launches this month with its inaugural exhibition Notre Dame/Our Lady. Expect controversy and creativity in spadefuls!” – Country & Townhouse
“new all-female gallery Boogie Wall launches in London” – BBC Radio London
“new all-female London gallery, Boogie Wall” – CNN Style
“…Boogie Wall, a gallery that was set up for championing women artists” – The Times

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