Bronze in nomination "Pro-bono projects"

1. Promoting Ukraine to
the World Through
Art Perspective
PR-support of Pinzel exhibition
in Louvre
PRAVDA Awards 2013 | Nomination №3: Pro-Bono Projects
PRP – A Weber Shandwick Affiliate Company

2. Johann Georg Pinzel
He is the most mysterious artist of
Baroque epoch – a few facts are known
nowadays.
A while ago his works were discovered
even in Ukraine.

3. On Nov.2012 – Feb.2013
over 30 Pinzel’s sculptures
from Buchach, Godovychy,
churches, Pinzel museum in Lviv,
as well as from Wroclaw church
and Munich National Museum
were displayed in Louvre.
For the first time Ukrainian
sculpture of such a high
level was introduced to
international community
abroad in the largest
museum in the worldLouvre

4. PR-campaign objectives
Engage international community to experience Ukrainian culture.
Bring Ukraine to international media in positive context with the one and only
cultural event.
Announce Johann Georg Pinzel exhibition in Louvre.

5. Challenges
Unfortunately our
country is not perceived
as the one with worldclass cultural heritage
Highlight an exhibition
from Ukrainian artist
among all other events
of the largest museum Louvre
Announce the exhibition
and arrange press event
in Paris from Ukraine for
minimum cost

6. Strategy
Found something cognate to Europe, present
unknown Ukrainian artist with familiar to
European people patterns.
Pinzel – is
Ukrainian Michelangelo!

7. Announcement
Louvre
Exhibition
The exhibition pitching to
French media
Official opening
arrangement
Press-briefing in Ukraine
with Ministry of Culture
and the Arts, restorers,
partners
Work with French media
Ukrainian media press tour
Online
Support
Special section about
Pinzel at Discover Ukraine
website, Discover Ukraine
aacounts in Facebook,
Twitter, Instagram content
was devoted to Pinzel and
the exhibition
PR-campaign Programme

8. Johann Georg Pinzel exhibition
opening in Louvre

9. ≈ 10 000 000
impressions
in 46 articles
of French and international media
(like Le Monde, La Croix, Figaroscope, Le
Journal du Dimanche Pariscope,
FranceCulture)

10. ≈ 40 000 000
impressions
in 159 articles
of Ukrainian media
(19 on TV, 4 on radio, 14 in print, 122 online)

11. Online support reach
760 000+
Impressions

12. Korrespondent weekly magazine spotted Pinzel’s exhibition among
TOP-10 cultural events of Ukraine in 2012.
PR-campaign was implemented in short terms and for minimal cost
for direct expenses.
Agency fee is our pride to be a part of such a remarkable event for
Ukraine.
May the arts inspire you! Thank you!