As an internationally renowned auction house, Sotheby's has long since ceased to be an unknown name. In Brussels, this global player has set up its gallery and offices on the prestigious Avenue Louise. February 2023 was an artistic highlight. A rare painting by Peter Paul Rubens, estimated to be worth between $20 and $30 million, returned to Belgium for the first time in 200 years. Sotheby's Belgium was honoured to unveil the painting to the public before it went to New York for auction.
Our task was to generate as much media attention as possible and we developed the right strategy to do just that. Combining our editing skills, our vast network of journalists, and our journalistic approach did the trick. We pitched the press release to our contacts well ahead of time and did intense follow-ups. When the big day arrived, we fulfilled our supporting role on-site by greeting the attending press, answering their questions and getting the right experts in front of the cameras. The exciting news made it to the four national television news channels: VRT, VTM, RTBF and RTL-TVI. We also scored a full page in Het Laatste Nieuws, a big feature in Le Soir and articles in De Morgen, De Standaard, Het Nieuwsblad, L'Avenir, L'Echo and La Libre. Through television, we reached Canal Z and LN24 viewers. Finally, we were able to reach radio listeners via Radio 1, MNM, Studio Brussel, etc.