MAI Marina Abramović Institute PR campaign
Marina Abramović, a performance artist who lives and works in New York, managed to achieve the goal of opening the institute and collected 600.000 US$. The founding of the MAI Marina Abramović Institute was supported by more than 4.000 donors around the world, among them Foster + Svensson the branding agency. The invitation to all those interested in investing in the idea, as well as in the development of the methods it uses, was open from July 26 to August 25, 2013.
The MAI Marina Abramović Institute will be a place of collaboration between art, science, technology and spirituality, bringing these areas in connection with works of great duration and an institution dedicated to performance as an artistic expression, artistic methods and creativity of Marina Abramović. In addition, it will deal with the preservation of the most diverse artistic disciplines such as dance, theater, music, opera and future, new forms of artistic expression. Anyone who decides to invest money in this project, whether it is one or ten thousand dollars, becomes a co-founder of MAI and receives a kind of recognition and reward.
Worldwide PR campaign for MAI Marina Abramović Institute funding in gathering 600.000 US$ pledged in 30 days from public donations. Collected money is to be used for building and development of MAI Institute. Foster + Svensson supports the activities of Marina Abramović with the aim of participating in the creation of living and modern art history, as well as participating in works that mark an entire epoch. By launching PR campaign in digital and press by using press releases, interviews and highlighting this campaign, funds were raised in less than 30 days, where 661.000 US$ were collected and goal was over-achieved.
Foster + Svesson contributed by rolling out worldwide press campaign, where local and international media published our releases, articles and interviews such as RTS, Politika, CNN, Arte, WDR, The Verge, The New York Times, Tanjug, Südwest Presse, Reuters, RTCG, SRF, Blic, Kurir, Looker Weekly, Svet, Večernje Novosti, Wannabe Magazine, Der Standard, Mondo, ElPais, Die Welt, Zeit, B92, Beta, Fashionela, Prva, Radio 021, S Media, Telegraf, RIA Novosti.