The Arts: Trinity House draws strength from Monet

Trinity House Paintings, a specialist art dealership, employed Gong Muse to promote its launch in New York internationally.

Campaign: Launch Trinity House in New York
Client: Trinity House Paintings
PR team: Gong Muse
Timescale: August-November 2011
Budget: £8,500

 

Objectives

  • To establish the dealership as a go-to for interior decorators, art collectors, art advisers and international travellers
  • To generate gallery footfall and buzz among arts, social and financial/investment media in the US and UK.

Strategy and plan

The PR team suggested a pre-launch event in the run-up to the official opening when the dealership's Monet pastel of Waterloo Bridge would be unveiled.

Advisers, decorators and press were invited to the pre-launch in order to secure features and buzz for the grand opening. High-profile designers and collectors attended the official opening.

Measurement and evaluation

The campaign resulted in international and largely feature-led coverage in the Daily Mail, Art & Antiques, The Market, The Times and Antiques Trade Gazette, and online at ArtNet.

Results

The campaign was extended to partner with the Savoy Hotel, as a result of coverage in the Daily Mail. This led to a press call in the Claude Monet suite to mark the return of Waterloo Bridge, sketched 110 years ago from room 618, to be displayed at the hotel.

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