ALULA IN A MONACO SETTING

Project: Exhibition of contemporary photography, outdoors with free entry

Dates and location: From 3 August to 3 September 2024 – Promenade du Larvotto, Principality of Monaco

Artists: Moath Alofi, Huda Beydoun, Lance Gerber, Catherine Gfeller, M’hammed Kilito, Prince Michel de Yougoslavie, Matthieu Paley, Robert Polidori

To celebrate the geological, archaeological and artistic wonders of AIUIa, a region of major cultural interest in the north-west of Saudi Arabia, Martinengo Communication produced the photography exhibition “AIUIa: A Tapestry of Creativity”. Commissioned by the Royal Commission for AIUIa, the exhibition was held in the Principality of Monaco and was admired by an international public.

The exhibition represented an important success for AIUIa and Martinengo Communication, demonstrating the agency’s qualities in project management and its capacity to produce high-profile events, intended to promote destinations all over the world through the arts and culture.

Strategy

Objectives

· To position AIUIa as a source of artistic inspiration over the centuries, contributing to making it a global point of reference for the arts and culture.

· To exhibit the cultural, natural and archaeological heritage of AIUIa, underlining its wealth of history through photography.

· To favour dialogue between Saudi and international artists, presenting the various interpretations of those who have experienced the natural and cultural environment of AIUIa.

· To promote the fusion between tradition and modernity.

Production

Martinengo Communication produced the exhibition and curated every phase of the associated activities: creativity; communication with the artists for the signing of contracts and the organization of their travel to Monaco for the inauguration; selection of the correct format for the images to be displayed; design and production of the panels for photographs and display structures; production of the technical documentation necessary for the issuing of authorizations; layout design; realization of the catalogue, in print format and online, in three languages (English, French and Arabic); organization of the press conference and a guided visit with the participation of some of the artists and the Arts Alula team of curators; photographic service with images and videos (camera and drone).

Communication

Martinengo Communication developed and implemented the communication plan, conducting a campaign composed of PR, Advertising, Marketing and Social Media. The campaign began on the socials and then involved the local public through PR and ADV, with ads on buses and at bus stops in Monaco, the dressing of a tram and both terminals of Nice Airport.

Results

· High attendance: the exhibition recorded a large number of visitors, with significant media impact.

· Extensive coverage by international and local media, with articles in art, culture and lifestyle magazines.

· Excellent Feedback: numerous messages of appreciation from visitors and the participating artists, who praised the organization and the quality of the exhibition.

KPIs

Estimated visitors: 67,900

Articles published: 63

PR – AVE: € 1,189,684

PR – Reach: 16,761,755

ADV – Impressions: 897,505

ADV – Unique users: 67,959