Recently we were proud to unveil Ramses and the Pharaohs' Gold to the media after months of strategic preparation.

At the heart of the campaign? Good old-fashioned media relations.

From the outset, it was an exciting brief. The exhibition at NEON at Battersea Power Station features 180 priceless artefacts on loan from Egypt, many never before seen in the UK, an undeniably powerful hook. But with London’s crowded cultural calendar and a venue that wasn’t a traditional museum space, we knew we had to work harder to secure buy-in and credibility. We might not be a museum, but we needed to behave like one.

We began by spotlighting the expertise behind the exhibition, securing an exclusive interview with Egypt’s Secretary General for Tourism and Antiquities in The Times. From there, we brought on board historian and broadcaster Dan Snow as Lead Storyteller, a trusted voice for UK audiences and a powerful way to build authority and accessibility.

In the lead-up to launch, we worked diligently to land exclusives and behind-the-scenes moments that would both legitimise the exhibition and drive ticket sales during launch week. From The One Show witnessing the unboxing of the coffin of Ramses II, to BBC Breakfast capturing the installation of the breathtaking gold mask in its cabinet, to a carefully crafted picture story that landed across the FT, The Times, City AM and The Daily Telegraph – each moment was designed to drive anticipation.

When media preview day arrived, with journalists from Associated Press, Reuters, The Daily Telegraph and The Art Newspaper in the room, we knew the experience had to match the ambition. Dan Snow hosted an exclusive Q&A with Egypt’s Secretary General for Tourism and Antiquities and the Minister for Tourism, exploring not only who Ramses was, but the wider cultural significance of the exhibition, including how it supports restoration work on the ground in Egypt.

And then we waited for the reviews to roll in…

Four stars across the board, cementing the exhibition among the city’s other major cultural offerings.

At Instinct, we always say we know media, and so we know what works. In this instance, it wasn’t just about big names in the room. It was about understanding what would resonate with each title, sequencing announcements for maximum impact, and leveraging long-standing relationships to secure meaningful, in-depth coverage rather than fleeting mentions.

The result? Standout headlines, authoritative reviews and sustained momentum beyond launch day - the kind of coverage that doesn’t just make noise, but drives action.

And it worked. Ticket sales are up!