Answering a brief to help get younger audiences into the V&A and more people to realise there is so much more in there than ancient arts and antiquities, we set about creating the ultimate high-low culture clash.
Announcing the launch of nine new official positions aimed at recruiting niche collectors and enthusiasts to offer their expertise and consultancy to the museum’s team of curators, leading with the creation of a role for one UK Swiftie to bag a position as V&A Taylor Swift Superfan Advisor
Unveiled last Friday, along with other Superfan Advisor roles ranging from Toby Jugs to Crocs, Pokémon Cards, Lego, Emojis, Tufting, Gorpcore Clothing and Drag, needless to say, the story went wild.
Within hours of the embargo lifting, we had landed well over 500 pieces of coverage, landing every national more than once and racking up 20 national news and feature pieces ranging from page of The Daily Mail and page 3 lead (followed by a feature on The Mail Online) to lead news story on BBC News, full pages in The Times and The Telegraph as well as bagging picture and news slots across The Daily Star (print), The i (print), The Independent and The Evening Standard.
Before bagging print and online across pretty much every regional across the UK and doing the rounds of the consumer press ranging from Glamour and ELLE.
Before making its way onto broadcast, with coverage spanning Sky News to BBC Breakfast, Good Morning Britain, This Morning, Lorraine, BBC News 24, BBC Radio 1 Newsbeat and The Greggs James show to BBC Radio 2, BBC Radio 4, BBC 6 Music, Capital, Heart FM and Times Radio and a raft of regional broadcasters.
Not to mention going international and racking up the news and feature pieces across national tabloids and broadsheets across Europe, India, The Middle East, Australia and America with features on The New York Post, Rolling Stone, CNN, Variety and TIME.
And with more broadcast opps and interviews yet to follow, it has been a rollercoaster few days as applications flow in. We can’t wait to announce the second part of the campaign and prove that if you ever needed it, “If you’re into it, it’s in the V&A”.
