Public Relations and Events
In Catfood and Wine Art Exhibition

The Client:

Louise Howard is a London-based contemporary artist, known for her fusion of realism and abstraction in her paintings. Having lived all over the world and exhibited in the US, UK and Australia, she has established a unique reputation in the art world.

The Brief:

Louise wanted us to help her launch her latest art collection and exhibition, which was held in and open for public viewing at an intimate gallery in Kensington.

There would also be a VIP Preview at the opening night of the exhibition for journalists, buyers, galleries, and other individuals from the art world.

Goho was tasked to execute a PR and event strategy focusing on the exhibition as well as Louise’s life story and artistic practice, raising awareness about Louise and her exhibition, and building her brand as a prestigious artist.

Our Approach:

PR was important in raising awareness about Louise and her exhibition. We wrote an initial press release introducing the In Catfood and Wine exhibition, distributing it to art magazines, news outlets, exhibition directories and local London newspapers, targeting both niche and general audiences. By leveraging compelling storytelling, we boosted attendance and engagement. We pitched Louise for interviews with leading art magazines to enhance her artist profile and showcase her latest updated work. Then, we also wrote additional pitches for whenever there is a new update on the exhibition or a relevant newsworthy event, such as for International Women’s Day.

The Opening Night event was also crucial in generating and nurturing buyer leads. We identified and engaged with potential buyers by highlighting the exclusivity of the exhibition, personally inviting key journalists, potential buyers and tastemakers to a preview of the exhibition. We also created an EventBrite page for the exhibition, emphasising on the limited run of the exhibition, free registration, and the story behind the art collection in order to increase awareness of the details of the event to the general public and to obtain the emails of interested individuals for future exhibitions.

The Results

By the end of the campaign, we secured a total of 13 placements (with 1 more placement incoming at the time of writing), ranging from interviews, local London event roundups, and art exhibition listings. 65k estimated views, 12.5k engagements and a healthy average domain authority of 54.

Our event had 81 RSVPS, and guests included journalists from The Guardian, Conde Nast, Kensington & Chelsea Review, FABUK Magazine, Far Out Magazine and Southwark News, and potential buyers.

Louise sold a piece of artwork during the Opening Night, and sold a few more pieces in the subsequent days.

Happy with our work, Louise decided to continue working with us on a long-term basis!

Testimony from Louise Howard

“Working with Goho has proven to be the best decision. They have worked tirelessly to help put together an incredible solo exhibition of my work. I was kept in the loop through the entire process and was given updates on progress continually. Not only are Goho an incredible team of hard workers, but on a personable level, they are brilliant. The team is like a family and made me feel so welcome. I’m really looking forward to having a long and successful relationship with them as we continue to build my brand together.”

— Louise Howard