Services Used: Media Relations
PR Goals: Contemporary Calgary wanted to build brand awareness and promote its annual Look Gala and the accompanying L23K art auction. PARKER PR aimed to secure organic media coverage across North America and Europe to help raise the highest possible funds through ticket sales for the gala and the coveted auction.
What We Did: PARKER PR drove awareness for The Look Gala 2023 and L23K art auction as a not-to-be-missed one-night-only celebration of art and fashion in Calgary. PARKER PR developed and implemented a targeted media relations and influencer strategy to raise awareness including writing press releases, pitching to local, national and international media contacts, and subsequently providing on-site media relations support and inviting key community members to the gala.
Impact: The sold-out Look Gala raised a record-breaking $1,070,000, with all proceeds supporting Contemporary Calgary's expansive programs and exhibitions. Most importantly, for the first time everyone who came to LOOK received an annual membership to the gallery—that’s 1,194 new members—a 33% increase overnight! Contemporary Calgary's media coverage value for this campaign translated to $119.41k, with 60 notable media mentions, reaching an audience of 12.91 million across 4 countries.
