EPIC The Irish Immigration Museum: Out in the World

Challenge

Drive awareness of the Out in the World exhibition targeting the LGBT+ community and allies in Ireland, LGBT+ communities within the Irish diaspora worldwide and the wider Irish community. Reinforce EPIC’s position and reputation as the main authority on the Irish diaspora. Build audiences for the anchor exhibition in Dublin and for the touring exhibition in consulates and embassies around the world.

Approach

Arts & Culture

We targeted the arts and culture sections of the nationals and arts and culture specific online media.

 

Storytelling/Social Affairs
We focused on landing high profile social affairs media coverage. We identified key case studies and pitched stories from the exhibition to media outlets, tailoring them to suit the specific audience.

 

LGBT+ Influencers and Allies
We identified a list of influencers, produced a toolkit which gave  our influencers instructions on how they could support the exhibition, and contacted a list of LGBT+ and ally Influencers. 

Results

Across the three pillars of the campaign, we reached 7.9 million people. The broadcast coverage highlights included BBC, Ireland AM and The Six O’Clock Show as well as major national print coverage in The Irish Times, Irish Independent and the Belfast Telegraph. RTE also covered the story and dozens of regionals around the country. 

We also secured elevated listings coverage in District Magazine, GCN Magazine and Hot Press Magazine. 

Finally, we secured the support of many major influencers including Veda Lady, Robbie Lawlor, Chris Murphy, Tara Povey, Panti Bliss,