CASE STUDY 4: THE ART INFORMATION PEOPLE

Objective:

To launch this company which provides a range of easily accessible cd roms on various periods of art history aimed at the consumer market to the Scottish arts and consumer media as well as the specialist London titles aimed at Gallery visitors and the like. To promote Pamela McLean as a highly respected academic and an astute businesswoman. To show the diversity of the company through other related consumer educational products such as the Roger the Elephant series for children.

What was done:

With excellent media contacts in features and special interest, Advantage PR knew that although quite specialist, there was scope for the Art Information People to attract significant editorial coverage. By supplying a comprehensive launch press release, full list of stockists and examples of some of the cd roms to key titles, editorial coverage was achieved and Pamela McLean invited by several titles to pose for photographs at local galleries, thereby saving her from the expense of commissioning her own shots. Based on her background as a Glaswegian who had also studied at Glasgow University, the Glasgow Evening Times asked for an exclusive feature on her forthcoming range of children's books with Roving Reporter Roger the Elephant who opens up the world of art, culture and popular entertainment to children.

Coverage achieved in DUNDEE COURIER (half page), DUNDEE EVENING TELEGRAPH (half page colour) and THE SCOTS MAGAZINE with planned exclusive feature in the GLASGOW EVENING TIMES. Also coverage in specialist consumer art magazines such as The Art Book and Art Work.