Hired less than four weeks to the date of launch, Genuine Article quickly devised a plan to generate multiple moments of press attention for the auction and gain significant foot traffic to the open-to-the-public pop-up exhibit. We identified reporters in the North Texas area covering music, community events, culture, fashion, and local events, with a tailored approach for each. Genuine Article ideated an exclusive press preview event of the pop-up, with access to the first sights of the exhibition and interviews with Julien’s spokespeople for major broadcast affiliates and prominent area print publications. We used part of the total campaign budget to hire a local photographer, which enabled deeper visual storytelling around expected high-ticket auction items. We leveraged community events reporters and “to-do-list” aggregators to bolster attendance-driving efforts for the exhibition. Together with music and culture reporters, we drove anticipation for the first night of the live auction. Genuine Article staffed each of three live auction events, writing and distributing end-of-day auction recap press releases in real time to ensure accurate sale details were in the hands of interested press.