Background

A high profile UK and international media launch event for the unveiling of Anish Kapoor’s stunning new sculpture Temenos.

Kapoor is considered to be the world’s greatest living sculptor and the installation was designed as a symbol of the Tees Valley’s cultural resurgence and a catalyst to cultural tourism to the region.

Strategy

The aim was to establish Temenos as one of the visual landmarks of the UK, much as the Angel of the North and the Millennium Eye act as visual markers.

The pre launch campaign was focused on creating iconic imagery, either by crowdsourcing or by commission. Not only was there widespread public engagement with the local and regional communities, there was also a groundswell of international comment and visual contribution to the campaign website from children, art lovers, architects and amateur photographers. As a result, a stunning array of images of the sculpture was amassed.

Result

The launch of Temenos was attended by journalists from regional, national and international media and the iconic images that had been gathered were used to accompany the news story giving many different views of the stunning sculpture.

CNN International produced a documentary on the artist and the piece and feature and news items were generated for the BBC and BBC World Service, The Times, The Independent, The Guardian, The Financial Times, The Times Mumbai, the International Herald Tribune, AOL homepage news, MSN homepage news and many more.

£10million plus of editorial coverage was generated by the campaign, all of it positive, and the image of Temenos has already been used on numerous occasions, by national tourism feature pieces and international travel guides.