OBJECTIVE

To promote A Soldier’s Tale: 60 Years of Memories, 130 Years of Friendship. Organised by ISKAI Art, the Contemporary art exhibition, held at London’s Asia House, celebrated 130 years of diplomatic relations between the UK and Korea, and commemorated the Korean War, or ‘The Forgotten War’. The exhibition was opened by BBC broadcaster Mishal Husain in the presence of HE the Korean Ambassador.

CAMPAIGN

Ahead of a state visit by Korea to the UK, the exhibition was supported by a strategic communications campaign. This targeted fine arts press as well as public affairs and politics, with a focus on historical interest in order to promote both the Contemporary art aspect of the exhibition as well as the important diplomatic relationships that it was celebrating, in the presence of Korean dignitaries and Korean War Veterans.

RESULTS

The exhibition was covered extensively by Mishal Husain and the BBC, with publications such as The Evening Standard and the Marylebone Journal featuring it. Arts coverage included Blouin Artinfo, the premier global online destination for art, among others. Curzon’s communications campaign also resulted in a special tour of the exhibition as part of the Asia House Business & Policy Network, including officials from the UK Foreign & Commonwealth Office, the Embassy of the Republic of Korea in London, the Korea Trade-Investment Promotion Agency in London and company representatives from corporates and SMEs working in Korea as well as UK Trade & Investment figures.