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Wellcome Collection is a unique contemporary
museum and gallery that provides visitors
with radical insights into the human condition
exploring medicine, life and art across
three galleries within a £30m public
building.
The building is a bold move for the Trust
and one that required delicate handling
to ensure it was viewed as part of the Trust’s
wider mission of funding biomedical research
into human health and disease as well as
attracting culture seekers and family visits.
Our two year international campaign began
a year before opening and provided a global
platform for the Trust to communicate Wellcome
Collection’s vision and motivate a
range of audiences to visit.
Throughout the campaign Kallaway managed
over 200 journalists visiting the venue
and one billion people were exposed to Wellcome
Collection messages with coverage secured
in outlets as diverse as BBC News, ITV,
Channel Four News, The New York Times and
The Economist through to Middle East
Broadcasting Corporation and titles
across Europe.
As a direct result over 100,000 people visited
Wellcome Collection during its first five
months of opening – the venue’s
annual target met in under half a year.
“From
the Today Programme and the New York Times
to our local paper and listings, the Kallaway
team made sure our messages were consistent
and our stories compelling. They used the
long run up to opening to generate national
and audience specific media coverage that
enabled us to clearly position why we where
creating Wellcome Collection and its potential
value to the nation. This not only enabled
the building to be clearly understood, but
also generated considerable enthusiasm and
support for Wellcome Collection from our
varied audiences across the country and
overseas. Kallaway’s proactive approach
coupled with the team’s tireless enthusiasm
was central in helping us launch with such
success.“
Dr Ken Arnold, Head of Public Programmes,
Wellcome Trust
Example media coverage:
“What
a fabulous hodgepodge the Wellcome Collection
is. Here, art wields a scalpel, science
a paintbrush.” Kate Muir, The
Times
“A wonderful
feat and one to add to the list..Changing
of the Guard, the Crown Jewels and now Napoleans’
Toothbrush and Darwin’s walking stick!”
Canadian Broadcasting Corporation
“An antidote
to dumbed down science” The
Evening Standard
“Sex Drugs
and Rock & Roll” The British
Medical Journal
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