The Dubai team, in partnership with Cadillac, has been shortlisted for a MEPRA Middle East PR award later this month. Under the Category ‘Best Use of Sponsorship’, the team has made the final cut with its entry for the ‘Letters to Andy Warhol’ exhibition that formed a central part of the Sole DXB festival last year.
As part of its ‘Dare Greatly’ communications platform for elevating brand perception among entrepreneurial Generation X and Y individuals, Cadillac, in collaboration with The Andy Warhol Museum, brought the travelling ‘Letters to Andy Warhol’ exhibition to Sole DXB 2017, leveraging the brand’s long-term partnership with Dubai’s cultural street style event.
The three-phase 360-degree comms strategy integrated PR, social media, experiential and paid partnerships, in addition to outdoor advertising across prime locations on Sheikh Zayed Road.
During the lead up to the exhibition, the Performance team, led by Bassam Saifi, boosted the level of communications across diverse media including print, online and broadcast, with a drumbeat of news including exclusive interviews with Patrick Moore, Director of The Andy Warhol Museum, who was invited to join in the launch activities for the exhibition.
The campaign featured three key activations around the exhibition, including:
- An exclusive VIP dinner for 40 individuals from the UAE art community hosted by Patrick Moore
- An invite-only evening ceremony to inaugurate the show, attended by 300 guests from the UAE art, design and media community
- A one-week public exhibition housing rarely-seen letters to and from Warhol and engaging experiences
The comms campaign achieved significant results with over 190 print and online media clippings recorded, accounting for an AVE of over USD 800,000 and 34m impressions.
Award winners will be announced on 28th November.