Client:
What we did:
EPIC The Irish Immigration Museum
Awareness campaign for 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.
The 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.
The 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.
The 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.
