Art and style magazine ArtReview produced its Power 100 last November, a special supplement ranking the contemporary art world's most influential players. Compiled by a panel of experts, it revealed which artists, dealers, collectors and museum directors made the greatest impact over the past 12 months.
To sell as many copies of the magazine's November issue as possible.
To establish the Axa Art-sponsored Power 100 as a credible reflection of the contemporary arts scene.
Strategy and Plan
The PR team drew up a strategy based on media exclusives with the broadsheets, plus a whisper campaign, by arranging meetings between the magazine's editor Ossian Ward and key arts journalists. Daily Telegraph arts sales correspondent Will Bennett was given full access to the Power 100 list, while the Independent accepted a similar deal for the top 50 names.
The Guardian and The Observer plumped for human interest stories about some of the more unusual people featured in the ranking, such as Gil Perez, the doorman at Christie's auction house in New York. This activity was backed by media teasers, hinting that Charles Saatchi had lost his Power 100 top spot of 2002, and questioning whether recent art convert David Beckham may appear on the list.
A week after the magazine hit the news stands, a launch party in association with Louis Vuitton was held at the luxury brand's Bond Street store to reflect the fashion house's relationship with Japanese artist and designer Takashi Murakami, who featured at number seven in the Power 100, and who designed the front cover of the November issue.
Measurement and Evaluation
Analysis revealed a significant increase in audience reach by circulation, from 3.5 million in 2002 to over 12 million last year, plus a greater penetration of key messages - up from 69 per cent to 77 per cent in 2003.
Coverage centred on a feature in the Daily Telegraph, but the Observer, Guardian, and the Independent also ran pieces, as did The Times and the Mail on Sunday's Night & Day. Other interest was garnered with BBC Online and Guardian Unlimited.
An estimated 78 per cent of all copies of the Power 100 issue were sold and, as further evidence of the campaign's success, ArtReview's sales are up 40 per cent year-on-year. Bennett says: 'Who is perceived to have influence in the contemporary art world is of interest to our readers, and ArtReview is fairly well plugged in to that world.'