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 interfaith 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.