PR case study: Achieving national press coverage for Ooidonk Art Festival
Ooidonk Art Festival, credits Tijs Vervecken
When an art or design event seeks visibility, it requires more than promotional materials and social media posts. It needs a story that resonates with audiences, speaks to the media’s curiosity, and aligns with the event’s cultural significance. As a PR agency specialising in art, architecture and design, we create campaigns that achieve exactly that.
For the fourth edition of the Ooidonk Art Festival in Belgium, we designed and delivered a national PR campaign that merged narrative craft, distinctive visuals and personal media relationships. The result was Ooidonk Art Festival becoming one of the cultural highlights of the Belgian summer and a clear example of how we help our clients achieve the recognition and influence they deserve.
Our approach to cultural PR
We work from the belief that successful PR for art, architecture and design events is intentional, precise and deeply rooted in storytelling. Our campaigns combine a coherent narrative, direct engagement with the press and a visual language that endures beyond the event itself.
For Ooidonk Art Festival 2025, we translated these principles into four strategic pillars.
1. Press materials and storytelling
We developed three carefully timed press releases to sustain attention from the first announcement through the final weeks of the exhibition. Each release offered a distinct editorial angle, focusing on the festival’s theme, site specific installations and leading artists.
This consistent presence in the media created a steady rhythm of interest and ensured that coverage evolved as the event unfolded.
2. Photography as a media asset
We commissioned photographer Tijs Vervecken to capture the festival’s most arresting moments, from the interaction between contemporary artworks and the historic gardens to the changes in light and landscape. These images provided editors with ready to publish content, increasing the likelihood of immediate coverage across both print and digital platforms.
3. Creating experiences for the press
We hosted an invitation only press event that included a guided preview of the artworks and a private lunch with participating artists. This approach encouraged meaningful conversation and deeper connections between journalists and creators, resulting in richer and more nuanced reporting.
4. Personalised media pitching
Beside broad mailouts, we engaged directly with selected art, design and lifestyle journalists. Each pitch was tailored to the outlet’s audience and editorial style, leading to placements in high value publications and broadcast features.
Results of our PR campaign
53 published articles including 2 television features
11 million people reached
€226k media value equivalent
About Ooidonk Art Festival
Located in Belgium’s Leie region, the ooidonk art festival offers a rare open air encounter between contemporary art and a historic natural setting. The 2025 edition, running from 17 may to 31 august, brought together more than forty artists under the theme Nature in Flux, a programme designed to evolve with the changing landscape.
Partner with us
If you are an art institution, design practice or architecture studio seeking a PR agency with proven expertise in cultural communications, we can help you achieve visibility and influence. From concept to coverage, we create strategies that resonate with your audience and deliver measurable results.
Contact us to discuss how we can position your project as a cultural event of significance.
