SITUATION:
When the Louvre Abu Dhabi was opening in 2017, they came to us to spearhead a successful grand opening and media launch within the UK market.
ACTION:
A media event in conjunction with Louvre Abu Dhabi, was held at The May Fair Hotel in London to launch the new museum to art and travel journalists, generating extensive coverage and press trip leads. In attendance was Louvre Abu Dhabi’s director, Manuel Rabaté, who talked media through the architecture and artwork within the museum and discussed the developing relationship between France and Abu Dhabi that had led to this partnership.
Working closely with Louvre Abu Dhabi to arrange press trips to the museum ahead of its opening, accompanying interviews were arranged for journalists with the architect Jean Nouvel and museum directors.
RESULTS:
Attendees to the launch event included representatives from the Financial Times, The Guardian, Lonely Planet, The Art Newspaper and Christie’s, all of which ran features leading up to the grand opening.
On the museum’s opening weekend, coverage was secured across the UK media landscape, with full travel features in The Times and Daily Telegraph, among others, that resulted from the pre-opening press trips. In addition, news of Louvre Abu Dhabi’s opening ran on the BBC News at 10.