Case Study: MOA – Claiming Space

The Client

A local treasure, the Museum of Anthropology (MOA) at UBC is vital to our collective understanding of culture, history, and humanity. Hosting an expansive collection of research, teaching, and public programs, this celebrated organization not only educates about the significant history of civilizations, but also fosters compassion by helping visitors understand the fundamental connections that all people share.


In June 2014, MOA launched a thought-provoking new exhibition of works from youth Aboriginal artists, aged 15 – 25, which examine and assert these young artists identity in relation to their urban environment and ancestral heritage. Claiming Space: Voices of Urban Aboriginal Youth, curated by Pam Brown and Elle-Máijá Tailfeathers, remains on display at MOA’s O’Brian Gallery until January 4, 2015.


The Campaign

Laura Murray Public Relations was hired to execute a media relations campaign that would secure high-levels of editorial coverage in television, radio, print, and online publications. This coverage was accomplished by preparing and distributing a press release, pitching local journalists, coordinating interviews, and holding a media event prior to the public opening.


An extensive digital advertising campaign was also implemented to further heighten awareness for the exhibition.


The Results

Claiming Space: Voices of Urban Aboriginal Youth enjoyed widespread attention from media. This highly successful campaign included interviews, articles, previews, contests, and reviews in major media and industry-specific outlets including: CBC Television, The Georgia Straight, Vancouver Sun, Metro Vancouver, 24 hrs, CBC Radio’s North by Northwest and The Early Edition, CKNW News 1130, Urban Native Magazine, Digital Drum, Vancouver Presents!, Canada Arts Connect, and Hello Vancity, among many others.



Campaign Highlights



Click on the image to read each article.

the georgia straight




vancouver sun



cbc tv



cbc nxnw


cbc the early edition



urban native magazine   digital drum magazine


muskrat magazine   vancouverscape


CanArtsConnect   VanPresents


Categories: Case Studies