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03/10/2019

DESIGNER OF DREAMS BREAKS RECORDS

This year, AKA were tasked with developing an integrated, multi-phase campaign to promote the V&A’s largest and most comprehensive exhibition ever staged in the UK, on the House of Dior. 

With a target of 270,000 visitors over a 6 month period we needed to create buzz by positioning Christian Dior: Designer of Dreams as a must see blockbuster, gaining widespread national and international coverage, highlighting the importance and influence of the House and reinforcing the V&A’s position as the leading authority on fashion history in the UK. 

Such was the success of the exhibition that just two weeks after opening, it sold out. It was subsequently extended for an additional 7 weeks and this month became the most attended paid-for exhibition in the V&A’s history, leading to a huge upturn in membership sign-ups to the museum