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ARTS MARKETING

LAUNCH OF NEW MUSEUM & CULTURAL HERITAGE SITE

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BRIEF

One of Ireland’s leading cultural & heritage sites Butler Gallery approached CultureHead to develop a Public Relations campaign for the launch of their new museum at Evans’ Home in the heart of Kilkenny City. The objective was to maximise awareness of the new museum, it’s location and range new of facilities. The campaign involved working with multiple stakeholders and cross-functional teams including Failte Ireland, Kilkenny County Council and the Arts Council of Ireland.

APPROACH

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A key priority for the campaign was to maximise awareness of the new museum across a diverse range of demographics beyond the traditional arts and cultural audiences. To achieve this objective we broke the campaign down into a number of different target markets and identified the most effective way to reach and engage those specific audiences across print, radio, television and online. We anchored the campaign around 3 core elements: telling the historical story of the museum in the national media, celebrating the new museum launch across the entertainment, tourism and local media and finally maximising the coverage for the musuem’s inaugural exhibition across the arts press.

CAMPAIGN HIGHIGHLIGHTS

  • We engaged art historian Turtle Bunbury to write the History of the Butler Gallery and secured placement for the piece across one full page in the Irish Times.

  • Images from the launch were featured in the Irish Examiner, The Irish Independent and The Irish Times The Gloss Magazine.

  • The inaugural exhibition was featured on RTE Culture website, The Irish Times, RTE Arena and Lovin.ie  

 

  • Irish Times feature was “The Most Read” articles in the Irish Times Cultural section during the week of the launch.