Campaign: Culture - Modern Toss enjoys a cult following

Campaign: The Modern Toss London Museum of Urban Shit-Naks
Client: Modern Toss/Sabotage Times
PR team: PagetBaker
Timescale: May-June 2010
Budget: £8,000

PagetBaker was appointed to co-produce and promote the first London exhibition by international cult cartoonists and animators Modern Toss.

OBJECTIVES

- To increase awareness of the exhibition among media and potential buyers

- To drive visitors and sales

- To drive traffic to sabotagetimes.com via wider offand online media placement.

STRATEGY AND PLAN

The agency used new images available from Modern Toss and placed a series of interviews with the creators, primarily targeting the national arts pages. A digital campaign underpinned all activity, with PagetBaker, Modern Toss and Sabotage Times all promoting the exhibition via Twitter and Facebook.

MEASUREMENT

The campaign generated 96 pieces of print and online coverage, including a doublepage spread in The Times. Hundreds of people talked about it on Twitter including Stephen Fry.

RESULTS

More than 5,000 visitors attended the exhibition, which was extended by a week due to demand. Sales targets were far exceeded. There were more than 14,000 unique visits to Modern Toss editorial on Sabotage Times' website.

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