Jewish Museum, London

Kallaway created a high profile public relations campaign to launch the £10mtransformation of the Jewish Museum. An international campaign developed aroundthe platform of interfaith understanding used personal stories, exhibits and activitiesto engage the media with Jewish culture and demonstrate that Jewish identity is a significantpart of the story of Britain.

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

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

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