SECURING BIG TV TO LAUNCH THE ART OF BANKSY
10 June 2021
Securing ‘big’ TV to launch The Art of Banksy
When The Art of Banksy approached us to launch its exhibition of the world’s largest touring collection of authentic Banksy artworks during the week when all of hospitality was reopening in the UK, we jumped at the opportunity to help them cut through a competitive landscape. How did we do it?
To reach the widest possible audience we created a national TV campaign that harnessed the fact this was first time all these authentic Banksy works had come to London and for many pictures it was the first time they were available to view.
To do this we created a broadcast package of highly visual assets that included the artworks, and interviews with spokespeople and collectors on how this was a must-see show on Banksy’s works – and was a great exhibition to bring the arts back with a bang after months of cultural misery.
To capture the attention of the many, we secured coverage on the most watched breakfast programme in the UK, BBC Breakfast, reaching an audience of over 4million viewers, along with interviews on ITV London and BBC Radio London - key to reaching London audiences where the exhibition is located, in the heart of Covent Garden.
These moments were underpinned by coverage in their online counterparts: BBC News and ITV London, along with online listings in the likes of Time Out, and national coverage across Metro, The Telegraph, Stella magazine and more.
Harnessing the global appeal of the art world ‘enfant terrible’, we worked to secure coverage across key international media, securing 12 UK correspondents such as Wall Street International and Art Tribune to review and preview the show. All titles useful in engaging foreign nationals living in London and those thinking of traveling to London in the future.
The impact: A spike in ticket sales coinciding with the broadcast coverage and the main bulk of preview coverage landing ahead of opening.