Art Retail & Publishing PR

Big Cat was tasked with securing media coverage in the national and regional press for exhibitions happening at 34 Washington Green galleries

Objective

Our brief was to tell people about Washington Green's artists and extensive calendar of exhibitions nationwide - with the goal of increasing awareness about their galleries, driving footfall to them and helping sell more art.

It was all about getting consistent awareness for the portfolio of galleries and positioning and establishing Castle Galleries as the leading art retailer in the UK – on and off line.

Delivery

Key messaging directed our PR:

• Champion the art retail category and challenge the public perception of fine art, demonstrating that Castle Galleries makes art accessible and affordable
• Raise brand awareness
• Generate a regular flow of editorial coverage (features, articles, news, product placement) both on and offline which helped attract and inspire target customers to search for the company online, register on their database and ultimately buy art
• Promote the launches of new artists and collections – nationally and regionally
• Support independent partner galleries with regional press activities

Results

Working together with Washington Green and its network of galleries we helped achieve:

• Advertising value equivalent of over £1.8m
• An average return on investment of 11
• Awareness of their major exhibitions in London with attendance from national press at VIP events
• Hundreds of targeted, relevant press coverage secured in top tier regional media titles and arts specialist press – including Bob Dylan’s ‘Drawn Blank Series’, Ronnie Wood’s ‘Drawn to Life’, and Marvel’s ‘Superheroes’
• Substantial national reviews and articles secured regularly in print and broadcast titles such as: The Independent, i, The Daily Mirror, independent.co.uk, The Daily Mail, telegraph.co.uk, The Daily Record, and BBC Radio Scotland
• Inclusion of artist exhibitions in relevant consumer marketing communications: on website what’s on pages and in shopping centres and retail organisations’ email newsletters
• A consistent media presence and therefore a better awareness of what the galleries offer

Testimonial

“Big Cat secured widespread coverage for our exhibitions, supporting over 30 galleries with a combination of broadcast, newspaper and glossy magazine articles throughout the year. National articles also appeared in a variety of key media including The Daily Mail, The Independent, i, and telegraph.co.uk as well as coverage in our arts press. We were in regular contact with the Big Cat PR team and were confident of their ability to run all press outreach for us, draft our releases and liaise professionally with our artists. Thanks to their great media contacts, by the time we took PR in house, Big Cat had amassed over £1.7m worth of coverage for us.”

Daniela Lacey, Head of Marketing at Washington Green Fine Art and Castle Galleries