Saloua Raouda Choucair


Promoting the Show
A widespread marketing campaign took place both prior to and during the exhibition’s run at Tate Modern through Tate's established communications network, advertising, promotions and digital marketing to promote Saloua Raouda Choucair to national and international audiences.
Marketing consisted of adverts on billboards, in press and online, and posters were positioned at key London Underground stations.
Advertorials reached the Arabic community in London and across the UK.
The Saoula Raouda Choucair blog and website content was seeded to Tate social media networks including Twitter and Facebook, and the exhibition was also promoted in email bulletins to Tate Members and Tate online users.

Additional programming

In addition to the exhibition, Tate Learning programmed a British Sign Language Tour (Friday 2 August), a Lipspeaker Tour (Friday 9 August) and a Curator’s tour and private view (Monday 7 October). This programme was designed to open up the exhibition and the work of Saloua Raouda Choucair to wider audiences and to enhance visitors’ learning.

Visitor response to the exhibition
Due to its popularity, Tate Modern extended the display of Saloua Raouda Choucair for an additional month, enabling additional visitors to experience the work of this extraordinary artist. Saloua Raouda Choucair attracted over 70,000 visitors during its 7 month run at Tate Modern.

Press response to the exhibition
Saloua Raouda Choucair generated excellent press coverage both during the lead up to the show and throughout its run.

The exhibition was previewed in various publications, including the Independent, Daily Telegraph, Wall Street Journal and Guardian Guide. The press view was held at Tate Modern on Tuesday 16 April and was well attended by journalists, photographers and film crews. The artist’s daughter, Hala Choucair, was interviewed alongside the exhibition’s curators, Jessica Morgan and Ann Coxon, and positive reviews followed in The Guardian, Evening Standard and The Times.

Broadcast coverage included news stories on BBC World News and BBC News Online, as well as discussions on BBC Radio 4’s Front Row and Radio 3’s Nightwaves. Online picture galleries ran on the Telegraph and BBC websites and further online coverage included Huffington Post, Londonist and One Stop Arts. The exhibition was chosen as an exhibition of the week in The Times and Guardian Guide and a 4-star review was published on the Female Arts website.

The exhibition was featured in Art Quarterly’s summer issue, in which the artist was described as ‘an important figure in the history of global modernism’. The Lady praised Tate Modern’s trend for highlighting the work of a generation of female artists who have seemingly toiled unnoticed for years’ and the Socialist Review commented on the way Tate Modern’s exhibition programme highlights lesser known Arab and African artists.

(Courtesy of Tate Modern)


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