Case Study
Arts Alliance

In late 2015, Flint were engaged by film distribution company Arts Alliance to promote the ‘Exhibition on Screen’ series, which brings major international art exhibitions and collections to the big screen, including Goya – Visions of Flesh and Blood (from The National Gallery, London); Renoir – Revered and Reviled (from The Barnes Foundation, Philadelphia); and Painting the Modern Garden: Monet to Matisse (from The Royal Academy of Arts, London).

Widespread press coverage was secured for the films, ranging from reviews in the GuardianTime Out and Mature Times, to features in The TelegraphApollo MagazineAntiques Trade Gazette and Country & Town House. The films trailers were also seeded across publications including The Art Newspaper and House & Garden. The campaign achieved a total of 109 stories across print and online.

The promotional campaign was delivered in close collaboration with The National Gallery, The Barnes Foundation and The Royal Academy of Arts, whose temporary exhibitions and permanent collections formed the basis of the films. As a result of these close working relationships, alongside promoting the films the campaign raised the profile of the museums themselves, for example through a ‘Director’s Guide’ to The Barnes Foundation in Telegraph Luxury.

The campaign also involved raising the profile of Exhibition on Screen’s founder Phil Grabsky, which Flint delivered through extended pieces with the Guardian Professionals Network and Arts Industry. Grabsky’s profile was also enhanced through a targeted programme of regional radio opportunities, designed to support the films’ far-reaching footprint across England, Wales and Scotland.Flint was tasked with developing and implementing a number of events to support the films’ public release. In advance of the release of Renoir – Revered and Reviled, Flint developed a private event with Sotheby’s for their top Impressionist collectors in collaboration with expert Philip Hook. To celebrate the release of Painting the Modern Garden: Monet to Matisse, preview screenings were arranged with the Royal Horticultural Society and Chelsea Psychic Garden in exchange for reciprocal promotion.Finally, Flint delivered promotional opportunities with The WeekTatler and Culture Whisper, securing positive endorsement for the films through targeted reader promotion initiatives.
On the conclusion of Season Three of Exhibition on Screen, Grabsky commented: “Flint delivered. Quietly, efficiently, imaginatively they got on with the job. If I spotted a slight omission…they simply got on to it and made it right. When we start Season 4, it will be with Flint PR at our side.”
Image: EOS GOYA Visions of Flesh & Blood, Hugh Hood filming at Real Basílica de San Francisco el Grande © Seventh Art Productions, David Bickerstaff

Case Studies