BRIEF

In the lead up to the opening of the the teamLab Borderless Jeddah museum, an initiative by global art collective teamLab and the Saudi Ministry of Culture, SEC Newgate came on board to support on all PR and marketing activities. The aim was to present teamLab Borderless Jeddah as a ground-breaking digital arts museum in Saudi Arabia, build media relations, launch a comprehensive marketing plan, managing both the official opening and the long-term PR activities.

SOLUTION

PR

• SEC Newgate worked in close cooperation with the teamLab team based in Tokyo as well as the Jeddah Historic District, part of the Saudi Ministry of Culture, and the operations team in Jeddah.
• Building on our PR and marketing plan, SEC Newgate supported on-ground for the museum opening, organising a regional press trip.
• Following the opening, the team is overseeing all PR outreach, influencer relations and marketing activities.

Marketing

• SEC Newgate developed a paid social media campaign for Instagram, along with OOH advertising through strategically selected digital billboards in Jeddah.
• The campaign aimed to generate awareness, drive conversions and boost ticket sales for teamLab Borderless Jeddah.

OUTCOME

• The opening press release generated 215 hits, with an AVE of USD 861,084; 72 media attended the media preview and undertook 31 interviews.
• The influencer preview days were attended by 80 influencers, with a total following of 32,042,051, resulting in 2,598 story posts and 93 permanent posts.
• To date the campaign has resulted in an AVE of USD 19.4 million.
• Within the first month of operation, 534k people visited the ticketing website with a conversion rate of 4.4%. The newly launched IG account gathered 16.7k followers, and 3,745 media features were placed.
• The pre-opening week resulted in 151 million digital impressions, a reach of 7.1 million and 237k website clicks. Over 4,000 tickets were sold pre-opening.