Brief To handle the pre-publicity and opening for Peter Sellers – Behind the Camera, a unique retrospective of one of the world’s great comedy actors
Strategy Co-curated by Sellers’ daughter, Sarah, the exhibition comprised 50 rare photographs, either taken by the artist himself or relating to his photographic career. Monies raised from the sale of the images and accompanying brochure would be donated by the Sellers’ family to the British Heart Foundation. Jori White PR launched the campaign with a double page interview feature in the Daily Mail newspaper and website which resulted in huge interest both in the UK and internationally. Sarah was subsequently interviewed by a range of media, including ITV News at Ten and the US edition of Closer magazine. The agency also assisted with the VIP opening event which was attended by guests such as Jeremy Irons, Sinéad Cusack, Neil Pearson and Sinitta and covered by media including The Times and The Telegraph
Results The exhibition saw the majority of the images sold, raising many thousands of pounds for the British Heart Foundation. Sarah Sellers’ objective of focussing on a rarely seen side of her father, was also realised
