AMEC Awards 2014 Supporting Material Category: Best use of measurement for a single event Entering Company Name: Gorkana Name of person entering: Paul Hender Telephone: Client: V&A Museum Campaign title: “David Bowie is”

Communications Measurement Framework Our earned media objectives: Making sure that the sponsors are mentioned in good copy within the newspapers. Targeting key audiences through researched publications. An early campaign to hit all of the nationals and generate excitement with the consumer. Special front cover effort as a new angle for generating content. KPI 1: Reach and Frequency to target audiences KPI 2: Correlation of PR against ticket sales and visitors KPI 3: % Tone of positive content by country KPI 4: Success in delivering to key media list KPI 5: % of sponsor mentions, against impact measures. KPI 6: Volume of content Country by country breakdown KPI 7: % of nationals to obtain front cover hits The role of PR: Preceding Marketing/Advertising in generating excitement for the new exhibition. Generating advance ticket sales as a key revenue stream for the business. Creating inspiring content to pull a variety of different audiences (including new global sources) into the museum. Promote the partnership with sponsors to generate a return on investment. Help to make Bowie the most talked about exhibition of the year Measure: Increase visitor numbers through PR Measure: Engagement with a variety of different audiences, some brand new Measure: Demonstrate a return on investment for the key sponsors. Strategies to deliver: For the Bowie Exhibition, generate strong ticket sales and visitor numbers. Create an attraction which is viewed positively by the public and critics alike. Locate sponsors to help fund the project. Make Bowie the most talked about exhibition of the year. Position the V&A as the leading museum of performing arts Business measures: Visitor numbers. Ticket Sales. Perception of exhibition. Our Vision: Educating and inspiring people about art & design Our Purpose: Preserving and showcasing the best in art & design. Creating revenue through inspiring exhibitions

V&A – ‘David Bowie is’ Reach to V&A target audiences Reach to target audiences Reach and frequency of all coverage Reach of coverage, broken down by social grade groups Reach to target audiences Reach and frequency of coverage crediting Gucci Reach of coverage, broken down by social grade groups Reach to target audiences Reach and frequency of coverage crediting Sennheiser Reach of coverage, broken down by social grade groups

V&A – ‘David Bowie is’ Campaign highlights ‘David Bowie is’ generated coverage in 37 different countries. Over two thirds of coverage (69%) delivered at least one message, whilst over a fifth of pieces (21%) mentioned Gucci or Sennheiser. Volume: 78 OTS: 32,800,983 Americas Volume: 902 OTS: 974,003,193 Europe Volume: 69 OTS: 11,968,865 APMEA

V&A – ‘David Bowie is’ Campaign overview Key facts Total articles: % Favourable: % Delivering messages: Reach to UK adults: Frequency of exposure: OTS: Summary The ‘David Bowie is’ campaign generated 1,049 pieces of coverage in 37 countries. 79% of articles were favourable, with the APMEA region registering the highest percentage of favourable pieces (99%). The campaign generated quality coverage, with over two thirds of pieces (69%) delivering at least one message and 82% of articles carrying impact measures; thus demonstrating successful PR efforts. Coverage reached 88% of UK adults and 89% of the key audience ‘Music fans’, an outstanding result. This evidenced success targeting key media, which was also demonstrated by excellent delivery of the message ‘‘David Bowie is’ attracts music, fashion and performance fans’, the most prolific. ‘David Bowie is’ was positioned as an international triumph, with non-UK titles generating almost 400 pieces of coverage. The most prolific region in all coverage was Europe, which accounted for 86% of all mentions. There was a clear correlation between ticket sales and volume of articles, demonstrating that PR efforts targeting the media had a direct impact on visits to the exhibition. The exhibition was perceived as a success, with coverage noting that the Victoria and Albert Museum “has scored a victory with its exhibition” (Japan Times). An article in The Times highlighted that “’David Bowie is’ leaves the visitor dazzled and impressed”. The Observer reported that the exhibition exceeded attendance records with advance sales accounting for over 42,000. Gucci and Sennheiser were mentioned prolifically across all coverage, generating 194 and 87 articles respectively, and playing a key role in the success of the exhibition. Almost a fifth of all coverage (18%) reported on the private view or on the live screening of the ‘David Bowie is happening now’ documentary. 1,049 79% 69% 88% ,018m Coverage reporting on David Bowie’s new single mentions the prospective ‘David Bowie is’ exhibition. Le Figaro labels 2013 as “the year of Bowie”. Numerous articles report on the upcoming exhibition, with Art Newspaper noting that the V&A has taken a ”performance angle, not a fashion angle”. Wall Street Journal refers to the exhibition as a “Bowie bonanza”. ‘David Bowie is happening now’ is mentioned in prominent online and regional titles. Double Negative describes the screening as “the next best thing” for those who couldn’t attend the exhibition. Tone Sponsors Volume of coverage over time against ticket sales Please note: This chart shows ticket sales from September 2012 to July 2013 only.