Victoria & Albert Museum

About This Project

We partnered with the Victoria and Albert Museum’s in-house communications team to support its Africa Fashion exhibition campaign. The focus for Shiloh PR was reaching Black and African communities in the UK with a PR campaign that would complement the work of the V&A’s in-house PR team.

As part of this collaboration, we aimed to start a conversation about Africa’s fashion scene, its influence on Western fashion, the historic significance to the continent and celebrate the rich culture in a positive way.

The project involved focusing specifically on grassroots media outreach and consultation on influencers, invite lists and partnership/collaboration opportunities.

The project comprised of three main phases:

• Morning press preview and VIP evening event in June 2022
• Post-June launch event
• October events Fashion in Motion and Wash Day

What we did

PRESS PREVIEW AND VIP EVENT ON 28 JUNE 2022

• Compile list of specialist media outlets and Black journalists to be included in V&A’s invitation to press preview morning
• Compile list of VIPs to be invited by V&A to the Africa Fashion evening launch event
• Liaise with selected media outlets and journalists re invitation as well as circulating invitation directly from Shiloh PR to selected journalists.
• Coordinate RSVPs for Shiloh PR direct contacts
• Shiloh PR Directors attendance at events

POST JUNE LAUNCH EVENT

• Compile list of potential influencers both formal and informal for V&A in-house Comms team for future invitations
• Contact selected influencers to ascertain their interest in attending/visiting the exhibition
• Issue press release for relevant specialist media
• Liaise with select media outlets re coverage of the exhibition
• Create social media posts and share/interact with social media posts related to the exhibition
• Promote public opening of the exhibition across personal and business contacts

FASHION IN MOTION AND WASH DAY EVENTS

• Issued media releases for Thebe Magugu’s first international fashion show as part of Fashion in Motion
• Issued media alert to Black media to publicise the ‘Wash Day’ day-long event celebrating Afro hair
• Suggest relevant influential individuals and journalists to be invited to the fashion show

Results included

Using Shiloh PR’s specialist media outlets data and insights into the communities, we were able to provide content and hooks for the media to write about the Africa Fashion exhibition, the V&A and those behind the exhibition.

Editorial, social and broadcast coverage was achieved via relevant grassroots and specialist/niche platforms, shows and accounts. From BBC’s regional programming aimed at Black audiences, through to social media posts from Influencers recommended by Shiloh PR.

Landed key messages and positive sentiment whilst broadening the audience for the V&A and projecting a positive and inclusive image.

Significant proportion of those recommended for guest lists or invites attended V&A Africa Fashion events.