Case Study: Earth from
the Air Ltd.,
Campaign: Photographic Exhibition
launch June 2002
Timescale: Phase One, 3 months; Phase Two, ongoing.
Budget: Not disclosed
Earth from the Air is an exhibition of 150
images by renowned French aerial photographer Yann Arthus-Bertrand.
It had previously been a huge success in his native Paris,
where the concept of displaying the stunning images in very
large formats in the open air was born. Our client had secured
the UK rights to the exhibition and had agreement to stage
it in the gardens of the Natural History Museum in London.
The only obstacles in the way of the launch were securing
planning permission from the local authority and achieving
a launch to capitalise on the summer season. This was especially
important as the exhibition had to be free to view, so sales
from the on-site shop were crucial to its viability.
MMC was hired to run the PR campaign
in April 2002. Our brief was to raise the profile of the artist,
Yann Arthus-Bertrand, awareness of the exhibition and its
pioneering format at its launch in June. With Planning permission
likely to be granted 21 days ahead of the planned launch,
the challenge was substantial.
Strategy and Plan:
With little lead time, magazine deadlines
had passed and our strategy was to target the national newspapers,
listings, broadcast media, local and capital media in the
build up to and at the launch. A second phase aimed at magazines
and photographic titles would follow.
In advance of the launch photo stories
and features appeared in the Times and Express newspapers
and a selection of the images was erected in the Blue Peter
garden for alive broadcast. The launch was covered by all
the broadsheets with over 50 journalists attending the launch
event along with 400 other guests. A profile of Yann Arthus-Bertrand
ran in the Financial Times and the exhibition was reviewed
in Time Magazine. In total MMC and the Natural History Museum
Press team delivered a certified readership of 42 million
in coverage over the first 3 months of the exhibition, with
radio and TV coverage in London and internationally.
The exhibition has continued to be promoted
with PR support and its extension and modification to include
images for blind visitors enabled a re-launch in July 2003.
This attracted TV reports on CNN, CNN 360 Degrees, BBC News
24, BBC World, British Satellite News, four French TV channels
and interviews on approximately 20 radio stations, plus significant
coverage in newspapers and magazines.
Article by Rod Macrae, Macrae Media &
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