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Case

Turning 3 museums into 1 cultural moment

Every two years, the Biennal of Painting brings together three museums (Museum Dhondt-Dhaenens, the Roger Raveel Museum and mudel (Museum of Deinze and the Leie Region)) around a shared exploration of contemporary painting. 

For its 10th edition, the ambition was bigger than simply announcing three exhibitions: the Biennal needed to become a cultural moment in its own right.

Our challenge was twofold: make all three museums visible and ensure constant media coverage throughout the Biennal. With three distinct institutions, three exhibitions and one overarching story, the communications strategy needed to create a strong collective narrative while giving each museum its own reason to be talked about.

The art of making headlines
We built a sustained press and media relations strategy around the idea that the strength of the Biennal lies in the dialogue between three museums, three perspectives and a diverse selection of artists. Rather than treating the exhibitions as separate stories, we connected them through the overarching narrative.

The milestone edition offered a natural hook, but we made sure the story went beyond the anniversary edition. We translated the Biennal's central themes into a continuous stream of media opportunities. From the overarching story to the artists, collections and different approaches to painting.

The strategy was designed to keep the Biennal relevant before, during and throughout the exhibition period. We generated visibility around the launch, secured coverage for the three participating museums and continuously introduced fresh angles to keep the Biennal in the cultural conversation.

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The result?

From De Tijd and De Standaard to Marie Claire, Feeling, Pasar, De Witte Raaf and AVS, the Biennal made its way into the pages and screens of leading national, cultural, lifestyle and regional media. Three museums became one cultural destination in the eyes of the media, and the 10th edition became one of the strongest editions to date.

In numbers: 

  • €1.5M in earned media value
  • 150+ media clippings
  • 10,000+ visitors per museum
  • 30,000+ visitors across the three museums
  • Strategic PR campaign planning & timeline management
  • Writing, editing, and distributing press releases & Save the Date
  • Segmented & hyper-local pitching
  • Regional media relations & tailor-made storytelling
  • Proactive media follow-up & interview coordination
  • Press clipping & evaluation monitoring