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Abby Kortrijk
Meet Abby: a new, quirky visual arts museum in Kortrijk
In March 2025, Abby opened its doors at the historic Groeninge abbey in Kortrijk. Abby is a new museum of visual arts, working with a diverse network of organizations, makers and communities and using art as a universal language to explore what defines and connects us as human beings, across borders, generations and cultures. Therefore, Abby functions as an open house with many rooms that encourage reflection, encounter, co-creation and transformation.
Walkie Talkie’s task was to help launch the museum, create buzz around the opening, and, most importantly, have both art aficionados ánd art newbies visit the museum. The goal? To sustain the PR momentum throughout the year and ensure a constant, vibrant drumbeat of media attention.
Segmented approach
Our approach combined several press releases with personalized one-on-one pitches to secure both in-depth articles as calendar listings. We didn’t throw all our pitches into one basket. Instead, we segmented our approach, focusing on the right audiences at the right times: lifestyle media, art press, radio shows and general news outlets.
By carefully targeting these different groups, we were able to tailor our messaging to resonate with each audience, bringing the news of the opening across various target audiences.
The final numbers speak for themselves. Over a 6 month period we generated over 177 clippings in tier 1 & 2 media like De Tijd, Klara, De Standaard, La Libre and VRT, with an estimated total reach of over 27 million and an EMV of € 1.600k, proving the success of our approach.
- Making Abby visible as a museum
- Develop and create PR hooks around the opening of Abby
- Ensure constant media coverage about the opening of Abby with a focus on lifestyle, design and general news outlets
- Copywriting of press releases & a press file
- Press mailings
- One-on-one pitches towards key journalists