The Shalom Gamarada Art Exhibition was an outstanding

success this year due, in no small part, to the wonderful

publicity created by Daemon 2iC. Many visitors commented
that they had heard about the exhibition “everywhere
Ilone Lee
President of The Shalom Institute

Shalom Gamarada Art Exhibition

Daemon 2iC implemented a targeted media relations campaign to support this
pro-bono client in boosting the number of Aboriginal medical students in Australia

Challenge.
Utilise PR to support the Shalom Institute’s project
goal of securing three full scholarships to the
University of New South Wales.
Strategy
Daemon 2iC developed a targeted media relations
campaign to generate awareness and support
for the Shalom Gamarada Art Exhibition and the
scholarship program, amongst the target audience
of ‘potential buyers’
Daemon 2iC implemented a two pronged approach
to secure maximum coverage in the lead up to and
throughout the art exhibition.
Media angles were developed and tailored to
appeal to the arts media and concurrently tap
into the social issues of indigenous Australians,
to demonstrate the need and importance of the
Shalom Institute’s education initiative.
Results
Daemon 2iC secured a total of 14 pieces of media
coverage on behalf of the Shalom Institute in
top-tier media, raising awareness of the Shalom
Gamarada Art Exhibition and the scholarship
program amongst the target audience of
‘potential buyers’.
An estimated 5% increase in attendance compared
to last year’s Shalom Gamarada Art Exhibition event
was achieved and a total of $871,000 worth of
Indigenous artwork was sold. This represents the
best results yet for the Shalom Gamarada
Art Exhibition.
84% of all campaign key messages were delivered
to the target audience via the media coverage,
successfully educating ‘potential buyers’ about
the Shalom Gamarada Art Exhibition and the
scholarship program.
Thanks to the success of the 2007 Shalom
Gamarada Art Exhibition, three new full scholarships
will be funded commencing in 2008.

Daemon 2iC – Case Study 

Daemon 2iC – Case Study