Mapping media channels to closely align with our target audiences, we utilised all available segments from features, education and the arts to science and general news journalists across print, broadcast and online outlets. A comprehensive media list was developed at a local level (bespoke to the location of the trail) at a regional (across NI) and at a national level (all Ireland).

Given the breadth of events OPIS incorporated and nuanced messaging required, we developed and deployed a messaging hierarchy to build awareness and understanding and produce a media relations campaign that not only met but exceeded all deliverables.

Media Relations: Oliver Jeffers, the key designer and media spokesperson, was a major media draw. However, we knew we had limited access to him due to his work schedule, so it was crucial in developing our media relations strategy that we maximised his availability to ensure optimum coverage for the project across a wide range of outlets.

Photo-calls: The visual nature of the project lent itself to press photography providing dramatic backdrops. This photography was used to accompany pre-event announcements. This included launch photography, pre-promotion of the Guinness World Record attempt and the call for volunteers at the various sites along with strong imagery of the sculptures moving between locations.

Media Mornings: On launch day for the Derry/Londonderry location, we held a media morning on-site. We provided transport for journos between ‘planets’ to maximise accessibility.