Case Study
Jameel Prize 4 for Art Jameel and the Victoria & Albert Museum

The Jameel Prize is an international award that explores the relationship between Islamic traditions in art, craft and design and contemporary art practice as part of a wider debate about Islamic culture and its role today. The prize is a partnership developed by Art Jameel, a cultural foundation established by the Saudi Arabian social enterprise organisation Community Jameel, and the Victoria & Albert museum, the world’s leading museum of art and design. The fourth edition of the Jameel Prize launched in 2016 at The Pera Museum in Istanbul, the first time in the award’s history that an exhibition of works by the shortlisted artists, and the ensuing winner, opened at an external venue.

Flint’s Istanbul office was tasked with developing a global communications strategy that would enhance the international profile of the award, increase public awareness of the role and relevance of the work of Art Jameel, and drive visitor footfall to the exhibition at the Pera Museum. Over the course of a 5-month campaign term, Flint developed and leveraged a suite of promotional assets including a sector-specific feature portfolio, comment and interview opportunities, digital and broadcast content and a public events programme in order to deliver wide-ranging and impactful media cut through.

A series of international media briefings with key Art Jameel’s spokespeople secured coverage in ten separate national newspapers, providing a powerful media platform from which to deliver key messaging about the scope and focus of Art Jameel’s cultural programme. A press conference hosted at the launch of the Pera Museum’s Jameel Prize exhibition delivered extensive regional coverage including a prominent news story in  Cumhuriyet, a dedicated report on TRT World, a commissioned full-page feature in Istanbul Art News and an exhibition listing in The Guide Istanbul.

Flint’s promotional campaign delivered wide-ranging regional, national and international press coverage for the client and the exhibition, making it a highlight summer exhibition. Interviews with Art Jameel spokespersons and the winning artists were broadcast on local and international media outlets including Monocle 24 (UK) TRT World (Turkey) and Al Jazeera (Pan-Middle East).  In total, 147 pieces of coverage were secured in print, digital and broadcast media in Turkey, Europe and the Middle East, with the campaign providing 9 million opportunities to view.


“Flint PR is an agency I definitely recommend if you want a results-driven partnership. Art Jameel, the arts and culture initiative of Community Jameel, commissioned them to handle two projects in Turkey and they quickly proved that they are not just an agency to get the job done but are an extension of our team. Despite the challenging nature of the projects, they successfully helped us get the exposure we deserved and positioned us strongly amongst the numerous partners that were involved.”
– Mariam B. Keblawi, General Manager, Marketing and Public Relations, Community Jameel


Image Credit: Jameel Prize 4 Opening, © Jameel Suna and İnan Kıraç Foundation, Pera Museum

Case Studies