Laurence Schiller’s Photo Exhibition Launch

The project

Ego magazine and the American company NET Jets planned the opening of the photo exhibition “Marilyn Monroe and America in the 60-ties”. The author is the world-famous American photographer Larry Schiller. The place is the Gallery for Foreign art in Sofia. Our task was to plan and execute a campaign that makes the exhibition stand out from the multitude of diverse events with guest speakers planned for the same date.

The Challenge

To make “the cream of the society” crave to come to the event and prefer our photo exhibition to any other high-class event in town at that time.

The Solution

The campaign was constructed in several phases. Series of events before the exhibition: press conference one week before the actual opening; journalist tour of the exhibition on the opening day; official opening ceremony, followed by a cocktail for VIP guests, interviews with Larry Schiller, owners of famous foreign galleries and other international celebrities.

The Result

The event made covers and front pages of the national newspapers, coverage in 36 print media, more than 100 pages, 6 TV channels, more than 15 news stories, and interviews. Over 50 publications in online media. Over 500 guests on the official opening – famous Bulgarian politicians, artists and intellectuals and high-ranking officials from foreign countries. Because of the huge interest, the exhibition was extended 3 times.