2022 Zeitz MOCAA Gala Dinner + Party
Art + Opulence, in partnership with Gucci

Project Information
The 2022 Zeitz MOCAA Gala Dinner + Party, supported by Gucci, marked the first large-scale in-person fundraising event to be hosted at the museum in more than two years, due to pandemic restrictions. The communication aims were to establish the Gala as a must-attend event on the social calendar, encourage patrons to support the museum’s fundraising efforts by purchasing and attending the Gala and gain widespread recognition of the event as one that will be integral to the Capetonian social calendar in the years to come. As the day of the Gala drew closer, our efforts doubled down to create excitement and anticipation for the Gala Party, for which tickets were available to the general public.
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Image: Mad Little Badger

The 2022 Zeitz MOCAA Gala Dinner + Party, supported by Gucci, was a collaborative effort between the museum’s internal events team, an external event partner, the global Gucci team and Chimera Creative. With no budget, various stakeholders and a tight deadline, it was important that we tap into our local and international network to achieve widespread coverage. To drive further interest, Chimera’s media relations efforts went beyond drafting and distributing media releases to encompass the pitching and facilitation of Tier 1 media interviews for the Executive Director & Chief Curator of the museum as well as the Assistant Curator of the exhibition that would open on the weekend of the Gala and which was previewed by patrons on the evening of the event. 

To further cement media efforts, Chimera facilitated an editorial partnership with one of the country’s leading media groups, Mail & Guardian, as well as assisted in getting additional sponsors for the event, including Radisson Hotel Group and YourLuxuryAfrica.

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Working alongside the PR team of the presenting sponsor, Gucci, we successfully achieved 57 pieces of coverage, with an audience reach of
58 million and a PR value of ZAR18.2 million. This included exclusive coverage for the presented exhibition When We See Us: A Century of Black Figuration in Painting by the editorial partner Mail & Guardian, UAE-based art publication Canvas and Vogue (UK and US), Financial Times HTSI as well as myriad interviews across print, online and broadcast that were facilitated by our outstanding PR freelancers, who achieved at least one interview for each pitch sent out during the campaign period.

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On the night of the Gala event, social media reach and follows increased by 265,899 and 600, respectively. In addition to incredible engagement, continued efforts throughout the project period were consistently rewarded with new followers across all of Zeitz MOCAA’s social media platforms. 

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