I’d been working hard on the PR campaign for the Museum of London’s new ‘Michael Caine’ exhibition which celebrates the life and work of the iconic Londoner, from Cockney rebel to Hollywood star. And as he turns 80 today, that has made the media appetite for Caine even greater.
Alongside the exhibition, Michael Caine was awarded Freedom of the City of London in a ceremony held at the museum – a rare break from tradition as they are usually performed inside the Guildhall. We kept press attendance to a minimum (no open call here, but the services of TNR to ensure all photos and video footage is made widely available via PA’s picture and video wires), to ensure the Caines were not swamped by a press scrum.
From the beginning Michael Caine had mentioned that he’d rather not do rounds and rounds of media interviews (who can blame him – this was requested by almost every journalist I contacted about the new show, and at 80 years of age and 60 years in the film business I suspect he’d quite like a break). We had a challenge in generating coverage without access to our big star – but during the Caines’ visit on Friday an incredibly relaxed, friendly and amenable Michael ensured that our photographer, camera crew and sole interviewer got enough time with him for words and pictures. And with that material in the bag, the coverage went global and, thanks to the second burst around his 80th birthday, is still going strong.
Coverage of the visit has (so far) landed in BBC News, ITN, Sky News, Channel 5 ‘Inside Hollywood’, The Daily Telegraph, Mail Online, Evening Standard, Daily Mirror, The Sun, The Independent i, BBC Radio 5Live, LBC Radio and dozens of online news outlets and regional papers.
The months’ of campaigning in the lead up to the opening has also secured recommendations, features, picture galleries and magazine covers including the Wall Street Journal, Evening Standard, Empire Magazine, Short List, Stylist’s Emerald Street, Easy Living Magazine, Time Out, The Lady, The Big Issue and dozens more…
If you want to indulge in some classic Michael Caine movie clips (from Alfie, The Italian Job and Get Carter) and stylish photography by David Bailey, Duffy and Terry O’Neill get yourself down to the Museum of London – the exhibition is free and runs until 14 July. For more visit www.museumoflondon.org.uk/michaelcaine
And here’s what happened when he came to see us… http://www.youtube.com/watch?v=op2vKnAhdEo