]]> http://www.thesourcepr.com/?feed=rss2&p=236 0 http://www.thesourcepr.com/?p=15 http://www.thesourcepr.com/?p=15#comments Wed, 28 Apr 2010 19:59:29 +0000 admin http://www.thesourcepr.com/test/?p=15 Client : MondoMostre.

Said The Economist: ” The first things you see on entering an exhibition dedicated to Antonio Canova at Rome’s Galleria Borghese are two bottoms, as smooth and alluringly rounded as plums. You are looking at a familiar work—the sculptor’s “Three Graces” normally at the Hermitage in St Petersburg—but from an unaccustomed angle. To either side, there are other, equally provocative rumps belonging to recumbent nymphs on loan from the Victoria and Albert museum in London and the New York Metropolitan. The curators, you feel, are making a point.”

So began the editorial in the Economist, just one of the exceptional pieces of coverage obatined for this extraordinary show of Canova, in context at the Galleria Borghese in Rome.

To celebrate the 50th anniversary of the Treaty of Rome, the Presidency of Italy organised a unique and ambitious project: an exhibition representing Europe culturally. All 27 European Union countries were asked to contribute a work symbolic of their countries and history.
To support this extraordinary exhibition, The Source PR was asked by the Fine Art exhibition organisers, MondoMostre, to manage the International media relations. With materials in 4 languages – Italian, English, French and German – and a process in which we co-opted the 27 Embassies and Cultural Institutes in Rome – this was certainly an exercise in International Public Relations. We leave the results – a sampling appears in Press for Clients – to speak for themselves.

Objectives
To gain high-profile national press coverage for the opening The Marqués de Riscal Hotel, Starwood Hotels – The Luxury Collection.

Strategy
To develop a three-pronged campaign to appeal both to travel and food & wine consumers using expert journalists in their fields via press trip; exploit novelty of hotel – unique fusion of design, wine, spa, restaurant.

Method
Managed international press trip to hotel and local area in Spain; enticing schedule, press packs, wine tasting, special food creations by Michelin star chef, spa treatments, special tours.
Follow up of the press trip to use hotel opening to maximize coverage in the UK to raise awareness of Ciudad del Vino – Marqués de Riscal with the UK media and consumers.

Results
We were set a target of one/two national newspaper/magazines: in fact we achieved coverage in eight (8) – The Times, Independent on Sunday, Financial Times, Belfast Telegraph, Scotland on Sunday, Wine & Spirit Magazine, BA High Life and easyJet Magazine, reaching over 16 million consumers.

In an art historical coup, the Scuderie del Quirinale brought together virtually all of the 45 Antonello’s in existence from Museums from London to Washington, New York , Paris , Dresden , Antwerp, Sicily and Italy-wide .  Sending works from their permanent collections to create this first-ever monographic show, the art world conspired to create what became known as the ‘impossible exhibition’ for the logistical and technical challenges these 15^th Century works presented, claiming more than 3m visitors, an unprecedented figure.

The Source PR managed the international press relations for the exhibition.  From the FT and the IHT, to specialist art magazines, the press coverage lent the show a truly international perspective that measurably contributed to the extraordinary numbers of general public and art connoisseurs to the show.

The Artist:

Antonello da Messina’s brief life spanned fifty years from 1430 to 1479.  Antonello set up a family-run art workshop that was the only establishment of its kind with any prestige between Naples and Palermo , producing chiefly banners for confraternities, richly designed altars for churches and monasteries and a number of minute but striking portraits of extraordinary stylistic innovation.  Masterpieces on display included:

St Jerome in His Study, Madonna Salting (National Gallery, London )

Ecce Homo, Group of Women ( Metropolitan Museum, New York )

Crucifixion ( Museum of Fine Arts , Antwerp )

Christ at the column, Group of women (Louvre, Paris)

Portrait of a young man ( Thyssen-Bornemisza Museum, Madrid )

Crucifixion ( National Museum Brukenthal)

Madonna and Child (Uffizi Gallery, Florence )

Virgin ( Regional Museum of Messina )

Christ deceased supported by three angels ( Correr Museum , Venice )

Portrait of a young man (State Museums of Berlin )

Saint Sebastian (State art collection, Dresden )

Ecce Homo (Wildenstein collection, New York )

Virgin Mary (Regional Gallery of Sicily, Palermo )