Cases
Featured in de Volkskrant as a Christmas gift
Client
Stedelijk Museum Breda is the versatile city museum in the heart of Breda. The museum is an ideal starting point for everyone who wants to discover “the (art) world of Breda.” The permanent collections on the Nassaus and the 19th century, and the temporary exhibitions on heritage and visual art, offer a surprising view of history and the present day. In the freely accessible project space Next, the results of collaborations with (city) partners can be seen, such as Avans University of Applied Sciences or local artists.
Result
Our intensive press lobbying resulted in strong exposure across several leading titles. For example, Soulmates was featured in PF Fotografie Magazine, Digi Foto Pro, BN DeStem, nouveau.nl, and elegance.nl.
For the audio experience Wander/Wonder, we focused on mindful art experiences, which resulted in national attention: a four-page article in de Volkskrant, a publication in Psychologie Magazine, and even a feature in the ‘audiotour’ section of the radio programme Opium on NPO Klassiek.
We also entered into a collaboration with the online art platform Kunstmeisjes. Through an Instagram post, followers had the chance to win two museum tickets and the exhibition catalogue. This activation resulted in a high level of interaction and engagement, allowing us not only to increase the visibility of the exhibition, but also to reach a broader, art-minded audience.
The temporary exhibition Soulmates at Stedelijk Museum Breda (on view from 13 September 2024 until 16 March 2025) is a selection of remarkable photographs from the private collection of art collector Henri Swagemakers, featuring (partly never-before-shown) works by leading photographers such as Ed van der Elsken, Céline van Balen, Erwin Olaf, Nan Goldin, Shirin Neshat, and Mous Lamrabat.
Sensory wandering route
Especially for Soulmates, artist and philosopher Annemijn Rijk developed Wander/Wonder together with Stedelijk Museum Breda (hereafter SMB), a special audio experience. As the first museum, SMB introduces this entirely new way of experiencing art: not a traditional audio tour, but a boundary-pushing audio experience. The experience offers the opportunity to experience art on a deeper, physical level.
During the “wandering route,” visitors are asked by Annemijn to combine looking with subtle, flowing movements and attention to breathing. Through this unique approach, the artworks are brought to life and will move and amaze visitors.
Experiencing art mindfully
SMB asked TALK ABOUT to create PR buzz for the exhibition and the special audio experience. As art and museum enthusiasts, we were more than happy to sink our teeth into this! An important starting point was that the focus of our activities would primarily be on earned media (free publicity). The ultimate goal for SMB was to be published in a major national newspaper. And that goal was achieved: after a visit by journalist Alex Burghoorn to SMB, a four-page article about mindful art experiences appeared on Saturday 21 December in the Christmas edition of de Volkskrant, with a starring role for Stedelijk Museum Breda. If that isn’t a wonderful Christmas gift!
PR offensive
In addition to sending out a press release about the exhibition and a targeted press flash about Wander/Wonder—through which we reached “new” media target groups, such as titles focused on mindfulness, psychology, and photography—we invested heavily in press lobbying and a personal approach to journalists. This often requires some searching to find the right journalist who matches our message. That is why we do a lot of calling and emailing until we ultimately find journalists who are enthusiastic about the subject. In addition, we conducted online research into coverage of themes such as mindfulness, museum experiences, photography, psychology, and slow living.
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