Arts: Gong Muse in frame for marcoms prize

Campaign The Art Master and His School
Client Robert Young Antiques
PR team Gong Muse
Timescale November 2010-April 2011
Budget £10,800

OBJECTIVES

• To build public interest in Dyson

• To boost sales of Dyson's work.

STRATEGY AND PLAN

Very little was known about Dyson. So to build public interest and information, the PR agency launched a campaign targeting local newspapers and radio, asking for information on the artist and his pupils.

It contacted local schools, searched Facebook and posted discussions on LinkedIn to attract the art world. It ran a preliminary exhibition in Derbyshire to which 11 ex-pupils turned up.

MEASUREMENT AND EVALUATION

The Derbyshire Times and Chesterfield Post ran several features, which helped sell the story into key art publications such as The World of Interiors and The Daily Telegraph.

RESULTS

Overall, 99 paintings have been sold and RYA added 64 new clients. Dyson's work will now be exhibited in two museums. The campaign has been shortlisted for a PRWeek Award in the marcoms consumer (less than £100k) category.