Strategic Objectives was named public relations agency of record for Toronto’s Gardiner Museum. The hire comes as the museum’s new executive director and CEO, Kelvin Browne, aims to increase public awareness about the little-known ceramics museum.
Browne, who took the helm three months ago, is the former vice-president of marketing and major exhibitions at the Royal Ontario Museum, which is located across the street from the Gardiner Museum downtown Toronto location.
“He was a major propelling force behind the ROM and he was very involved in taking their exhibits and their awareness to new heights,” said Deborah Weinstein, co-founder and president of Strategic Objectives. “And now the Gardiner has been lucky enough to attract him—literally across the street—to do the same for them.”
“It’s a brilliant opportunity for us because the Gardiner is really one of the city’s great undiscovered jewels,” she added. “Awareness levels are shockingly low compared to what they should be. So we’ve got a fun project ahead building the community of the museum.”
Guided by the new slogan “everyone can love clay,” Browne is trying to inject new life into the 30-year-old museum. The first exhibit of the year, which opens Feb. 13, will showcase the works of well-known Canadian architect Ron Thom (1923 – 1986). This summer, the museum will open a new outdoor, street-facing café, which will host a regular Friday night series with live music, food and drink.
On the PR front, Strategic Objectives will promote the museum’s events and exhibitions throughout the year. “But equally, if not more important, is using those events as a way to tell people who we are and to let people know that everyone can love clay,” said Browne. “There’s a whole range of things at the museum, from clay classes to these wonderful exhibitions to lectures to the really astounding permanent collection… Everyone can come here and have a great experience.”
“We have great street visibility; we’re just not that well known,” added Browne. “For me, the first while here is about defining the brand better and certainly communicating it much better.”
