Our work Trevor Jones/Evening Standard Coronation
Trevor Jones is a leading traditional and digital artist based in Scotland who has received worldwide recognition for his record-breaking NFT artworks. Four Marketing Agency reached out and secured an opportunity with The London Evening Standard following Trevor’s Castle Party at Stirling Castle in 2022 and agreed to explore ways we could work together which would be of interest to their readership.
Ambition
Four Marketing Agency was the catalyst for this project, and keen to foster the relationship with the Deputy Culture Editor, we organised a bespoke trip for her, to Trevor’s Scottish Studio.
Following a press trip, meetings and brainstorms, we discussed the possibility of Trevor collaborating to create an exclusive artwork, a readers’ free-to-download NFT to mark the Coronation of King Charles III.
The piece would drop on May 4 and be live for minting until May 7. There would also be an animated version of the NFT and a collaboration with W1 Curates to create a public exhibition of the artwork at Flannels in London’s Oxford Street over the Coronation weekend.
Action
This was an integrated campaign, involving collaboration with the senior Evening Standard team, Nifty Gateway – the platform which released the NFT – Apollo Entertainment, who worked with Trevor on the animation, W1 Curates and the media.
We worked with Trevor to conclude the agreement and contract and liaised extensively with the Evening Standard team, including their CEO, Head of Video and Head of Audience, to bring the project to its conclusion. We also worked with their PR team to compile a press release and arranged articles on Trevor, his art and his career.
Result
Trevor produced his painting The Oath, showing St Edward’s Crown, which then became an NFT and moved into an animation. This spectacular one-off digital art tribute to the new King was a record-breaking success over the Coronation weekend and attracted global TV coverage.
Available free to Evening Standard readers, 20,200 NFTs were minted by Sunday evening. The exhibition attracted more than 2,500 visitors. Global coverage was achieved through international press from France to South America, racking up in excess of 430,000,000 opportunities to view articles. More than 45 articles/broadcast pieces appeared, in print and online, plus many high-quality social media posts.
Trevor described the success as unprecedented: "The project not only marked a historic moment but also definitely succeeded in engaging a much wider audience with NFT art. We couldn't have hoped for a better result.”
Client feedback
Don’t just take it from us! Hear what Trevor Jones, CEO of Trevor Jones Art, had to say:
The project not only marked a historic moment but also definitely succeeded in engaging a much wider audience with NFT art. We couldn't have hoped for a better result.