Four was appointed to handle the media campaign for the re-opening of York Art Gallery in 2015, following an £8 million transformation by international architects Ushida Findlay in partnership with conservation specialists Simpson & Brown.
The opening saw the launch of the new Centre of Ceramic Art (CoCA), displaying largest collection of British Studio Ceramics in the world.
- We built pre-awareness by inviting selected journalists to the studio of artist Clare Twomey to participate in creating ceramics for her installation.
- We organised two press preview visits for architecture-specific and arts press, bringing over 40 journalists to York.
- Media highlights for the launch included BBC One Breakfast; BBC Radio 4 Today; BBC Radio 4 Front Row; the Guardian; The Times; The New York Times; Wallpaper* and Ceramic Review.
The introduction of an entry fee to the gallery was leveraged to secure to significant national news coverage and leading comment pieces.