Wellcome Collection

Wellcome Collection is a unique 30m contemporary museum and gallery developed by the Wellcome Trust to engage audiences in exploring the human condition through contemporary art and historic artefacts. Kallaway led a two-year public relations campaign to win stakeholder support, build anticipation and then launch the new destination to the world.

A teaser campaign demonstrated the unique facets of Wellcome Collection in the national and international media through articles the public could relate to. Features such as Can music make us happy?, Do we really want to live forever? and Music and the healing process helped to increase understanding and fascination with the Wellcome Trusts work.

The campaign intensified up to launch where Kallaway used experts, celebrities and artists including; Stephen Fry, Alan de Botton, Janet Street Porter, Mark Quinn and Anthony Gormley and unusual artefacts to raise the profile and tell the story of this new breed of attraction.

Over 200 journalists visited the venue and one billion people were exposed to Wellcome Collection messages with coverage secured in outlets as diverse as British Medical Journal, BBC News, ITV, Channel Four News, The New York Times and The Economist through to Middle East Broadcasting Corporation and titles across Europe.

Over 100,000 people visited Wellcome Collection during its first five months of opening the venues annual target met in under half a year.

www.wellcomcollection.org