What We Did:
Public & Media Relations, Social Media & Marketing, Marketing Strategy
The owners of Heather James Fine Arts in Palm Desert, CA, approached The Busby Group with an extraordinary job – they wanted us to promote a world-class exhibition of Picasso’s art in their elegant gallery, the largest showing of the master’s work in the history of Southern California. Attracting art lovers and potential buyers from the wealthy enclave of Palm Desert wasn’t the problem, but they also wanted us to tap into the vast media market and network of art patrons in Los Angeles – and motivate those folks to make the 2 1/2- hour drive on a Saturday night right after Thanksgiving to attend the grand opening.
We saturated LA print and broadcast media and social media with news of the unprecedented exhibition, which featured more than 100 works in all media – paintings, sculptures, ceramics and works on paper. Among the treasures was a portrait of the artist’s daughter, Paloma, that had never before been seen in public and was estimated to be worth tens of millions of dollars. We also emphasized one of the show’s most surprising features – dozens and dozens of unique ceramic sculptures, vases and plates, all much more reasonably priced – which we thought would appeal to a different kind of art collector.
Media coverage came in from every direction – the desert communities, the art trades, luxury & lifestyle publications and a wide cross-section of LA media. Gallery owner James Corona and curator Chip Tom were interviewed in Beverly Hills Lifestyle and Robb Report. Other placements included Public Radio’s “Marketplace,” Sunset Magazine, Artdaily.org, Palm Spring Life and others. Perhaps the greatest impact came from reports carried on two of LA’s network affiliate TV stations which sent reporters to the desert the day before the opening and aired their stories at 6 and 10pm. Attendance exceeded 200 at the exhibition the next evening and Heather James Fine Arts experienced one of its most successful and lucrative openings ever.