How we organised a successful press call for The Art of Burning Man at Chatsworth and achieved more than 60 pieces of press coverage.
What a result! We were delighted with the preview media coverage we achieved for our client, Chatsworth, for The Art of Burning Man. There were more than 60 pieces of media mentions across national and regional TV, national newspapers and features, as well as photo spreads in all the regional print and online media.
Planning the press call
When we heard the monumental sculpture of The Art of Burning Man was coming from the Nevada desert to Chatsworth parkland, we couldn’t wait to explore the fantastic visual opportunities for our press campaign.
The all-important site recce established the prime location for the press call with the stunning Flybrary by Christina Sporrong affording a wonderful view back to the house with vantage points on either side of the river Derwent.
Behind the scenes at our press call
As time was tight, we briefed the press in advance and got them in position ahead of the arrival of the Duke of Devonshire. In just 30 minutes, we ticked off photography for several media outlets including Press Association, Yorkshire Post and Derby Telegraph as well as interviews with the national broadcaster BBC Breakfast and regional news crews for ITV Calendar, ITV Central, BBC East Midlands and BBC Look North.
Then it was time for us to capture those steps in taking the Press Association on a whistle-stop tour of the installations located around the parkland, even stepping in to model in a few shots that have appeared in several newspapers including The Times and Daily Telegraph. We also caught up with BBC Derby who had been on site from 6.30 am to go live into the breakfast show to help them secure video footage for their socials.
At the same time, the other half of our team took BBC Breakfast to interview one of the artists on site, Benjamin Langholz, building his piece Stone 40. It was also a chance for the BBC to start drone filming with some great aerial shots used in the 3-minute package aired on BBC Breakfast. In fact, BBC was just one of two drones we had on site for the press call, as we were able to facilitate the necessary permissions overnight.
Although work was still going on to install these monumental pieces newly arrived from the US, we were able to organise access to the Lodestar for a press interview with Burning Man’s Creative Director Kim Cook and the piece de resistance was getting Wings of Glory to ‘take flight’ for the BBC to film.
The campaign resulted in more than 60 pieces of significant coverage including national TV, regional TV, national newspapers and features and photo spreads in all the regional print and online media.
Flaming hot PR!