OBJECTIVE

In order to maximise the exposure of In The Name of Honour, an exclusive gala auction and exhibition organised by the Sara Charlton Charitable Foundation to raise funds for victims of domestic violence, Curzon was brought on board to undertake a media relations campaign, along with digital relations advisory, around the event. Held in conjunction with top auction house Christie’s, the campaign sought to showcase both the work of the foundation as well as the unique programme of the gala and exhibition.

CAMPAIGN

A key challenge was to promote the work of the charity itself, without allowing for the gala event to overshadow the reasons for which it was organised in the first place. In addition to artworks for sale, a series of celebrity sketches were commissioned by top international celebrities and figures, who were asked to draw either a women who is special to them, or a picture related to domestic violence. These were then sold during a silent auction on the night. Meanwhile, artists donating works were asked to also submit quotes about domestic violence and their involvement in the project. An array of vertical press sectors were approached, through a targeted media relations campaign, encompassing both the charity aspects of the event as well as Contemporary arts, culture and society.

RESULTS

The campaign generated interest in case studies and information on the Sara Charlton Charitable Foundation’s work from a number of national broadsheets and also resulted in comprehensive media coverage in a variety of consumer and trade media including newspapers, magazines, TV and online. A live interview on BBC World News’ ‘Impact’ aired on the afternoon of the gala, while other coverage include The Independent, The Art Newspaper, Louise Blouin Art Info, Evening Standard, Elle, The Sunday Times and The Sun.