Alan Yentob and Nigella Lawson at Jewish Museum Launch

Jewish Museum, London

Kallaway created a high profile public relations campaign to launch the £10m transformation of the Jewish Museum. An international campaign developed around the platform of inter faith understanding used personal stories, exhibits and activities to engage the media with Jewish culture and demonstrate that Jewish identity is a significant part of the story of Britain.

Tanya Gold participating in Yiddish Karaoke with David Schneider gave The Guardian a fun and enlightening angle on the campaign. Sarfraz Manzoor previewed the opening on the Culture Show, including insights from David Baddiel and Michael Rosen, while Time Out covered the opening with a feature on Jewish London.

To build high profile support Kallaway asked international supporters from entertainment, business, science and culture to send their well wishes on specially designed Mazeltov Cards and return them to the Museum for the launch. A launch press event with Nigella Lawson and Alan Yentob saw over 65 members of the press attend and secured over 150 pieces of coverage world-wide.

From Hello, BBC Radio 4 and The New Statesman to The New York Times, The Independent and The Times, the Museum has been warmly received and the museum is well on its way to achieve its visitor targets.

" My instinct is an important new national institution is just about to be born.

The Times

" An important addition to a new generation of Jewish institutions.

The New York Times

" Packed with plenty of hands-on, interactive displays, the museum's four new galleries offer a wonderful snapshot of Jewish British life"

Time Out London

" The Jewish Museum provides an absorbing insight into the lives of one of Britains oldest minorities."

Times Educational Supplement

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