The Cristin Tierney Gallery, a contemporary art gallery in New York City’s Chelsea neighborhood, sought to increase awareness of an artist named Tim Youd. The Gallery wanted to announce that it was now representing the artist and to promote Tim’s work, specifically pertaining to his major performative series titled 100 Novels, in the United States and abroad.
To support these goals, my team developed a comprehensive, long-lead media strategy leveraging distinct themes and characteristics in Tim’s work in order to secure international, national, local and art and literature trade coverage on the performances scheduled for the spring and summer of 2017, culminating with his debut solo exhibition in New York City.
We began our partnership by conducting extensive research to understand the full scope of Tim Youd’s artistry. We learned about how Tim is currently retyping 100 novels on the same make and model typewriter the author used in a location significant to the novel on just two sheets of paper run through the typewriter repeatedly. I read one of the novels, Patricia Highsmith’s Those Who Walk Away, to familiarize myself with the subject matter and find inflection points for story ideas.
We developed a core set of key messages that would be incorporated throughout the material related to Tim Youd and 100 Novels. We worked in tandem with the Gallery to develop press releases announcing Tim as the newest addition to the Cristin Tierney Gallery roster of artists and highlighting a variety of performances throughout the season including in Venice, Italy and New York City. We then developed pitches that highlighted the cultural significance of Tim’s performances and conducted extensive outreach to a comprehensive list of priority media targets.
We secured coverage in Artforum, Artnet News, The Art Newspaper, Hyperallergic, Whitewall, Artdaily and Interview Magazine as well as Italian publications, Artribune, La Lettura, and La Repubblica, among others, reaching nearly 8 million readers. In addition to the coverage, we garnered interest and cultivated relationships with a number of arts reporters who will continue to follow Tim’s career and the Gallery’s program.
Prior to this media campaign, Tim was mostly known locally in Los Angeles, but now he has reached new audiences from around the world with coverage in a variety of publications, expanding his presence across borders and elevating his profile within the United States and the art world. With proper, strategic planning, aggressive outreach, and constant communication with the client, my team was able to exceed Cristin Tierney Gallery’s ambitious goals.