Case Study
The Sculpture Park at Madhavendra Palace

The Sculpture Park at Madhavendra Palace was not only promoted by Flint but it was also originally instigated by Flint’s Director, Wol Balston, when the idea, originally conceived by curator Peter Nagy, was pitched directly to the Chief Minister of Rajasthan as a means not only to raise the profile of Madhavendra Palace in Nahargarh Fort, but also as a vehicle for building cultural bridges through art and promoting the heritage of Rajasthan to India and the world.

The exhibition was made possible through a collaboration between the Government of Rajasthan, the non-profit Foundation Saat Saath Arts and a range of corporate sponsors, who, with permission from the Government, were able to sponsor artists as part of their Corporate Social Responsibility activity. The sculpture exhibition installed at the fort included Indian artists from Mumbai, New Delhi, Vishakapatnam, Udupi, Jaipur, and Chennai, as well as international artists from the US, UK and France. It launched in December 2017 as the first public sculpture park of its kind in India.

Working with the artists, the sponsors, and the organisers, Flint was able to secure a wide range of significant publicity in advance of the launch. Over 220 separate pieces of coverage ran in national, regional, and international newspapers, as well as a range of magazines, online and broadcast channels, with a total estimated reach of over 1.5 billion opportunities to view. Where possible to ascertain this equated to an advertising value equivalent of INR 23,960,835 (approximately a quarter of a million pounds), and a 48:1 return on the client’s investment.

Since the exhibition opened, official figures show that an average 79,000 people have visited Madhavendra Palace per month, a full 110% increase on previous 2017 monthly visitor figures, and a 118% monthly increase in ticket sales. The success of the exhibition and promotional campaign directed by Flint has demonstrably raised the profile of this important heritage property and introduced extensive new audiences to contemporary art in India.

 

Image Credit: Rishi I, 1985, Basalt with oil, by Stephen Cox at Madhavendra Palace © Dhruv Malhotra

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