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Wellcome Collection
Case Study
Kallaway was appointed by the Wellcome Trust,
the world’s second largest medical
charity, to create a stand out launch strategy
and communications campaign for the launch
of Wellcome Collection.
Wellcome Collection is a unique contemporary
museum and gallery that provides visitors
with radical insights into the human condition
exploring medicine, life and art across
three galleries within a £30m public
building.
The building is a bold move for the Trust
and one that required delicate handling
to ensure it was viewed as part of the Trust’s
wider mission of funding biomedical research
into human health and disease as well as
attracting culture seekers and family visits.
Our two year international campaign began
a year before opening and provided a global
platform for the Trust to communicate Wellcome
Collection’s vision and motivate a
range of audiences to visit.
Throughout the campaign Kallaway managed
over 200 journalists visiting the venue
and one billion people were exposed to Wellcome
Collection messages with coverage secured
in outlets as diverse as BBC News, ITV,
Channel Four News, The New York Times and
The Economist through to Middle East
Broadcasting Corporation and titles
across Europe.
As a direct result over 100,000 people
visited Wellcome Collection during its first
five months of opening – the venue’s
annual target met in under half a year.
“From the Today Programme and
the New York Times to our local paper and
listings, the Kallaway team made sure our
messages were consistent and our stories
compelling. They used the long run up to
opening to generate national and audience
specific media coverage that enabled us
to clearly position why we where creating
Wellcome Collection and its potential value
to the nation. This not only enabled the
building to be clearly understood, but also
generated considerable enthusiasm and support
for Wellcome Collection from our varied
audiences across the country and overseas.
Kallaway’s proactive approach coupled
with the team’s tireless enthusiasm
was central in helping us launch with such
success.“ Dr Ken Arnold, Head
of Public Programmes, Wellcome Trust
Example media coverage:
“What a fabulous hodgepodge
the Wellcome Collection is. Here, art wields
a scalpel, science a paintbrush.”
Kate Muir, The Times
“A wonderful feat and one to add
to the list..Changing of the Guard, the
Crown Jewels and now Napoleans’ Toothbrush
and Darwin’s walking stick!” Canadian
Broadcasting Corporation
“An antidote to dumbed down science”
The Evening Standard
“Sex Drugs and Rock & Roll”
The British Medical Journal
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