The Tonic was asked to support one of the Nottingham New Art Exchange’s major exhibitions, called The Commonality of Strangers, by Mahtab Hussain. A core deliverable of the project was to generate national media interest in the event and help drive regional interest and footfall.

To tap into the media interest in migration issues, The Tonic selected the most media-friendly stories and portraits, pitched content exclusively to Huffington Post, who had written thought-provoking content on the subject and would be audience relevant with a significant reach. Imagery was provided to key media outlets, including regional channels, and interviews with Mahtab Hussain were offered.

National and regional coverage was generated by The Tonic. This included The Huffington Post running a feature article, pre-promotion and a review in the Nottingham Post, plus pieces in Culture24, and listings in Left Lion, Arts Monthly, Ents24, 69 magazine, and more. East Midlands Today attended the exhibition, and The Tonic placed and managed an interview with Mahtab Hussain and the BBC Asian Network.

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Ride4SightDarren Harris