The information stored in our cookies does not directly identify you, but it can give you a more personalized web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer.
Roger Raveel Museum
Celebrating 25 years of artistic impact
The Roger Raveel Museum, one of Belgium’s most esteemed cultural institutions, marked a major milestone in 2024 – its 25th anniversary. This celebration coincided with the unveiling of several new exhibitions that showcased the continued relevance and innovation of Roger Raveel’s legacy.
While the museum has long been recognized within art circles, Walkie Talkie’s task was to amplify the buzz, extend the press coverage and, most importantly, widen its audience base – reaching beyond the usual art aficionados. The goal? To sustain the PR momentum throughout the year and ensure a constant, vibrant drumbeat of media attention.
fresh tactics
Our approach combined the best of traditional PR with some fresh tactics:
- Personalized one-on-one pitches to secure in-depth articles rather than just calendar listings.
- Segmentation is key! 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 and general news outlets.
By carefully targeting these different groups, we were able to tailor our messaging to resonate with each audience, keeping the museum in conversation across various sectors.
The numbers speak for themselves, proving the success of this sustained PR campaign: 107 clippings in TIER 1 media like VRT, De Morgen, Het Laatste Nieuws, Weekend Knack and Feeling. More numbers? The total earned media value by the end of 2024 was €1,048,425.29.
The most tangible success came in the form of increased visitors. The museum saw 12,000 visitors in 2024, an impressive 2,000 increase over the previous year. So glad to see our PR strategy not only generated buzz but helped bring more foot traffic to the museum!
- Ensure constant media coverage for Roger Raveel Museum in Belgium
- Increase awareness about the museum and its 25th anniversary
- Copywriting & editing of press releases
- Establish Roger Raveel museum in the Belgian cultural media landscape