Lee Rosenbaum's CultureGrrl blog, January 22
Who is your client, and what are its media goals?
Anna Whitlow: The New Orleans Museum of Art (NOMA) brought us on to promote its upcoming "Femme, femme, femme" exhibition, which runs from March to June. It wanted to create buzz in different sectors, including tourism, arts, and culture, as well as the general interest outlets covering the Katrina recovery.
What made Lee Rosenbaum's ArtsJournal blog, CultureGrrl, such a good hit for NOMA, and how did you pitch her?
Whitlow: Rosenbaum is a nationally respected art journalist with a solid record of success in mainstream media before moving to the blogosphere. Her blog is hosted by ArtsJournal, a go-to resource for art enthusiasts. I regularly do Web-based audits to find articles about New Orleans and noticed a CultureGrrl post that talked about ways to help NOMA. I e-mailed Rosenbaum about the Femme exhibition, noting the fine art offerings here in New Orleans and [getting] the museum back on its feet.
The "Femme, femme, femme" exhibit is affiliated with the Louvre. Was that a good enough news hook on its own to get Rosenbaum interested?
Whitlow: Luckily, there has been lots of discussion in the arts world about the Louvre owing to several touring exhibitions, but the caliber of this exhibition is extraordinary, and I think that's what struck her.
Were you able to pitch any angles that were linked to New Orleans' cultural resurgence?
Whitlow: In my initial pitch, I mentioned how important this exhibition was in the recovery and how much it means to NOMA that the French government and museums like the Louvre and the Musée D'Orsay were generous in this gift.
What was the impact of the hit?
Whitlow: The CultureGrrl entry definitely increased the exhibition's visibility in the art world. After the posting, we saw an increase in advance sales and in interest from other online and print arts journals. We also placed articles in mainstream outlets like the LA Times.
Name: Anna Whitlow, communication strategist, Deveney Communication
Placement: Lee Rosenbaum's CultureGrrl blog, January 22
Pitch timeline: One week