OBJECTIVE

A media relations campaign around the exhibition Different Faces of Pakistan held at London’s Asia House in order to promote Curzon’s Official Charity Partner for 2012, CARE Pakistan, the largest educational NGO in Pakistan. The exhibition was held at a space funded by the Rangoonwala Foundation each year in support of Pakistani art and culture, and featured paintings by Modern and Contemporary masters, including Gulgee and Sadequain. A percentage of proceeds from the exhibition were donated to CARE.

CAMPAIGN

Curzon undertook a media relations campaign, targeting Asian and Diaspora press in order to publicise the exhibition and CARE’s role in it. Print, digital and broadcast press were approached. Curzon also managed the guest list, inviting key figures from the worlds of art and politics, including members of the Conservative Friends of Pakistan and the Royal United Services Institute (RUSI).

RESULTS

The event received extensive press coverage from broadcast and print journalists from International Press, UK and British Asian media, including two TV crews on the night – GEO TV and Apex TV. Further coverage included, but was not limited to, The News/Jang, Hello Pakistan, A Lifestyle, The Express Tribune, Dawn, Marylebone Journal and PK Affairs. The private viewing attracted a number of high profile guests from the Pakistani Diaspora as well as leaders of art and politics, including David Abrahams, VP of RUSI; Dr Azra Pechucho, Chairman of Defence Committee, Pakistan; Nick Viner, Director of Conservative Friends of Pakistan; Lady Ghazala Hameed; and Ron Ciccone of CNN and Turner Broadcasting. The exposure for CARE Pakistan resulted in successful sales of artworks on the opening night as well as a significant increase in donations and sponsorship.