The Opening of M+

M+ / West Kowloon Cultural District Authority

Brand | Issues & Crisis | Public Affairs

Edelman Hong Kong supported the launch of M+, Asia’s first global museum of contemporary visual culture in the West Kowloon Cultural District with world-class communication program, strong earned media expertise and an in-depth understanding of the art and culture industry.


Following close to a decade in preparation, M+ is set to open in November 2021. The world is still navigating the negative impact of the pandemic with borders still closed and the Hong Kong government implementing the zero Covid strategy.

Positioned as a global visual culture museum, we increasingly notice the disconnect between the museum’s artistic programmes and its public audience, there was a need to highlight the museum’s relevance to its local audiences. Our objectives were to bring the museum closer to its audience and protect the museum’s reputation prior to its opening


As a museum rooted in Hong Kong, there are many stories to be told to our local audiences that would bring the museum closer to the community. We decided to embrace the strategy of ‘Hong Kong first’, which involved creating story angles tailored to local audience, and hosting a preview in the Main Hall Galleries where a Hong Kong-themed exhibition will be shown.

At the same time, we understood the importance of protecting the museum’s reputation. Our pre-opening priority was to shield the museum from controversies and let the opening display speak for itself on the day of public opening.


We understood that execution will make or break our strategy. Our team of media relation specialists developed bespoke approach for each media outlet, offering unique story angles and exclusivity in order to maximise exposure for M+. To create and sustain the buzz for M+’s opening, we agreed publishing schedule with media in advance so in the 20 days leading up to the opening, there were stories on M+ being published almost every single day.

The media preview to the Hong Kong-themed exhibition provided access to media to great content and help focus the stories on M+’s relevance to Hong Kong.


For the pre-opening stage, we achieved astonishing results for M+: We secured 400+ top quality earned coverage including a dedicated Post Magazine issue on M+, the cover and 12-page spread in Tatler Asia and China Daily Hong Kong edition’s three-part series spotlighting M+. Top international media outlets also reported extensively on the opening of M+.

For the opening preview, 200 media attendance was recorded, which fully utilised the available quota provided by the museum. The opening weekend saw close to 1,000 pieces of media coverage which are overwhelmingly positive, turning M+ into a city-wide hot topic.


top quality earned coverage for pre-opening


media attendance for the opening preview


pieces of positive media coverage at opening


PR Awards 2022
Shortlisted for Entertainment & Media category and the Gold Standard Award