Midas promotes Jason Bruge Studios as leading light of the art world
The brief: UK-based art installation specialist Jason Bruges Studio designs and creates interactive and engaging installations that bring together the worlds of art, architecture, design and brands, and connect people with their surrounding environment. The brief agreed with Midas in summer 2012 was twofold: to increase awareness of the studio and their individual projects in the design/arts press, and of the studio as a business in trade and national business press. The client was keen to ensure that all members of its team were involved and credited in PR work, not just the studio heads.
Strategy and implementation: Midas advised that PR work be divided into three separate strands. Regular announcements of new project wins for the company served both to raise awareness of the team’s ability and vision, whilst highlighting the growing commercial successes of the company. Midas invited press to launches of completed projects and to individual studio tours, securing coverage of completed projects and raising journalist and public awareness of the work of Jason Bruges Studio.
Secondly, Midas issue-jumped key technology and arts stories in the national and trade press, positioning members of the team as experts in field such as lighting, architecture and technology. Midas also positioned Managing Director Darren Henderson as a business expert in the art and design world, pitching him for business profiles, opinion pieces and ‘top tips’ articles. The business element of the campaign focused on national business pages, business and marketing titles, highlighting the studio’s work with big name brands such as Coca Cola and Mercedes Benz, in an attempt to engage external brands and business leaders with the studio’s work.
Results: Midas secured widespread coverage for the client, including a major business profile in The Sunday Times, the ‘Behind the Idea’ slot in the Metro, project coverage in the Evening Standard and coverage on both the Guardian Small Business Network and the Guardian Online Architecture section. Extensive coverage in design and architecture titles, both in print and online, was achieved. Highlights include: A three page profile piece on team member Jenni Pystynen in Total Lighting in which she was described as ‘an incredible talent’, a five page feature on the studio’s Great Ormond Street Hospital project in Blueprint magazine and an expert review in World Architecture News by team member Richard Roberts. Extensive coverage of separate projects featured in Design Week, FX Magazine, Creative Review, Architects’ Journal and Dezeen.
By the end of 2012, the studio gained the accolade of being in the Marketing Week Top 50 consultancies and Darren Henderson was asked to speak at the 2013 Marketing Week Live Expo.
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