MEDIA RELATIONS | DIGITAL RELATIONS | EVENTS | BRANDING

OBJECTIVE

Ahead of the UK-Russia Year of Culture 2014, Curzon PR was hired to promote Annya Sand’s Study of Russia exhibition. Held at Asia House in London, the Study of Russia celebrated the cultural icons and historical heritage of Russia.

CAMPAIGN

The exhibition was supported by a strategic communications and digital relations campaign as well as event management. The strategy targeted national and international press in the UK across the arts and politics sectors. To raise the profile of the exhibition, Curzon PR organised a panel discussion on Cultural Diplomacy, securing some of the UK’s leading commentators on the subject.
These included: John Holden (Author, British Council’s report “Influence and Attraction: Culture and the Race for Soft Power in the 21st Graham-Dixon (Leading Art Critic and Columnist); Kadri Liik (Senior Policy Fellow, European Council on Foreign Relations); Theodora Clarke (Founder of the Russian Art Week guide in London) and John Whittingdale OBE MP (Chairman of the Culture, Media and Sport Select Committee).

RESULTS

Curzon PR secured high-level political and academic guests for the exhibition and the panel discussion. These included journalists writing for top-tier publications such as: the BBC World Service, Financial Times, Wall Street Journal, The Independent, The Economist as well as other major international publications.
Academics from the International Affairs Journal and Chatham House also attended. The targeted media relations strategy resulted in print and digital coverage, including: The Telegraph (Russia supplement), The Evening Standard, Shortlist, Itar-Tass, Epicurean Life and many other publications. The media relations campaign resulted in a visit by His Royal Highness Prince Michael of Kent.