Sony Ericsson and the Institute of Contemporary Art (ICA)

In celebration of its 60th birthday, The ICA collaborated with Sony Ericsson to host an exhibition that would not only gain press coverage, but would also actively involve the public.
The exhibition, named “All Tomorrow’s Pictures”, invited 59 artists, musicians, and photographers to take part in a photo competition along with one person from the general public. Each person was to take a photography which represented the future. The winners photograph would embody the message that Sony Ericsson’s camera phones deliver high quality, standing as a symbol of the future of technology. “It was about exploring the creative potential of the ICA and of Sony Ericsson’s new phone,” said ICA artistic Director Ekow Eshun (PR Week, 22-6-07, p.27). The exhibition ran for two weeks in May. When the exhibition was over, the photos were compiled into a coffee table book which can be purchased on the ICA website.

The Results:

Exclusive Press coverage deal between the PR agency and the Independent. The agency gave the newspaper exclusive images. After the launch the event received heavy press coverage due to the celebrity launch party held for the event.

How did alliance help the campaign?
Both partners found a creative way to get their message out to the public. The ICA gained press coverage about their birthday celebration by hosting a large event and teaming up with an internationally known and respected brand, SONY. Sony Ericsson, partnered with an older venue, which reached out to a younger audience as well as photographers, who are most likely to be interested in art and camera technology. By forming an alliance, both companies combine what their audience likes into one event while still promoting their business.

Link to the ICA Website: http://www.ica.org.uk/

Estee Lauder at V&A

In 2005, cosmetic company, Estee Lauder sponsored the V&A Beauty Week. With the purpose of promoting one of its permanent collections, the V&A Museum hosted a series of lectures, perfomances and events. Estee Lauder had the opportunity to showcase its brand during these events by running a series of make-overs and offering "goodie treats."

How does aligning themselves with the V&A help Estee Lauder?

According the PR Week:

"By aligning themselves with institutions such as the V&A, brands heighten their association with quality design, prestige, and glamour."

(PR Week, 22-06-07,p.26)

TOPSHOP SPONSORS FASHION EXHIBIT

Top Shop sponsored the Anna Piaggi fashion exhibition at the V&A Museum during its “Late Night Series.”

Through the exhibition, Top Shop promoted its brand by ‘dressing up mannequins in Piaggi-inspired pieces from their own high street range.’ (PR Week, 22-6-07).

Piaggi, an Italian fashion writer, known for ‘putting words to clothes, turning pages into shows, styling the future’ as well as dressing in her own outrageous fashion is highly respected in the fashion community. (http://www.vam.ac.uk/collections/fashion/exhibs_displays/anna_piaggi/index.html)

Top Shop sponsorship of this exhibition demonstrates how a household brand can generate more exposure among various audiences.

Audience 1: Young women and teens who shop at TopShop
Audience 2: The Fashion community, in which many are familiar with Piaggi’s work
Audience 3: Middle-Aged cultured adults who like visiting museums and exhibitions

Results:
1) Credibility in the Fashion World
By sponsoring the exhibition and showcasing their own Piaggi inspired clothing, Topshop can gain more credibility as an innovative retail chain amongst fashion gurus. Piaggi herself even endorsed the brand by saying “today I feel that enthusiasm and passion for fashion are still well alive in England and I am happy to see that Topshop is the new catalyst for inventive and stylish dresses.”

(Topshop meet Anna Piaggi, February 10, 2006, Web Address: http://www.bigshinything.com/topshop-meets-anna-piaggi)

2) Media Coverage
Piaggi is popular internationally. Therefore, when Topshop sponsors and exhibition for her at the one of the world’s greatest museums for design and art, along comes national and international exposure.

3) Reaching various audiences
Not only are adults and fashion guru’s interested, but young women who like Topshop swarmed the exhibit to see the popular brand. This draws attention to the museum, increasing its visitors as well as increasing attention to Topshop and Piaggi.

4) Future endorsements
Recently, Kate Moss signed on to endorse an exclusive collection at the retail chain, bringing media attention and increasing sales for the chain.

Friday Late Night Series

This week I will specifically focus on exhibitions done at the Victoria & Albert (V&A) Museum to provide examples of cultural collusion.

With the support of the Arts Council England and Lottery Funding, the V&A Museum hosted its Friday Late Series. The Friday Late Series consisted of hosting an event on the last Friday of every month in which artists, fashion designers, and brands could display their work including installations, workshops, screenings and discussions.

Major brands who have participated in this Friday Late Series were Playstation, Apple, Estee Lauder, and Top Shop. By participating in this series sponsored by the V&A, each brand could effectively communicate with various types of audiences and creatively communicate the image of their brand to on-lookers.

Link: V&A Museum, Friday Late Homepage: http://www.vam.ac.uk/activ_events/events/friday_evenings/friday_late/index.html

Cultural Collusion

Studying Public Communications and Public Relations in London so far has been a great experience. When I’m not studying I can always go out for entertainment or check out a cultural event. The most popular cultural events around London seem to be going to the theatre, viewing exhibitions and visiting museums such as the V&A or British Museums. More and more I find myself looking for public relations everywhere, whether its reviews in magazines or PR placed articles in newspapers. However, I did not think about how public relations affects what we see at cultural venues such as the theatre and museums. While reading PR Week, I stumbled across an article titled “Brand Show off Cultural Streak.” This article explores how cultural collusion has become a new trend in Public Relations. Cultural Collusion happens when a Brand collaborates with a cultural venue to promote their brand and its products. My blog follows Cultural Collusion, providing an in-depth analysis of its implications and provide examples of this increasingly popular trend.