DO SOMETHING INCONGRUOUS
The Lowry at Salford Quays, Greater Manchester, is a major arts complex. It houses the Lowry Gallery, two theaters, bars, restaurants, and several smaller art galleries, but it tends to be perceived as being solely concerned with the work of artist L. S. Lowry.
For the PR consultants involved, publicizing the complex presented numerous problems. Although it was named after Salford’s most famous artist, ...