Black Hole Experience by Age of Union:
Opportunity
As the global public relations agency of record for the Age of Union Alliance since its launch in 2021, NKPR has been instrumental in driving worldwide communications for the non-profit’s groundbreaking initiatives. Led by Emmy award-winning executive producer, tech entrepreneur, and global environmentalist Dax Dasilva, Age of Union is dedicated to protecting the planet’s most threatened species and ecosystems.
In 2024, Age of Union launched its most ambitious creative endeavour, the Black Hole Experience (BHX)—an immersive, multisensory installation designed by multidisciplinary artist Kelly Nunes to inspire audiences with its message of environmental conservation and spiritual reflection. NKPR was tasked with shaping a robust placement strategy to ensure the experience reached diverse audiences and generated widespread buzz across North America.
Objective:
To establish the Black Hole Experience as a must-see installation and amplify its impact by:
- Securing placements at high-visibility locations and venues across North America.
- Engaging local and international press to drive awareness.
- Collaborating with influencers and tastemakers to create authentic buzz.
- Enhancing audience engagement through branding, messaging, and event management.
What We Did
- Strategic Branding & Marketing
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- Provided early-stage consultation on branding the Black Hole Experience to align its identity with Age of Union’s mission, ensuring consistency with the organization’s messaging and values.
- Assisted in creating a cohesive marketing strategy that integrated visuals, messaging, and promotional assets to resonate with diverse audiences.
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- Targeted Placement & Venue Strategy
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- Curated a strategic list of city-centred, high-impact locations across North America, prioritizing visibility and accessibility.
- Negotiated contracts and partnerships with venues, managing all logistical details, including:
- Move-in/out schedules
- Hours of operation
- Technical requirements for setup and execution
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- Media Relations
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- Crafted targeted press materials, including press releases, media invitations, and key message guidelines.
- Conducted proactive outreach to local, national, and international media outlets to secure impactful coverage.
- Organized press walkthroughs and exclusive previews to generate high-quality stories and features.
- Developing a phased announcement strategy centred around marquee events like the New York premiere.
- Coordinating exclusive previews and launch events to drive pre-event buzz.
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- Influencer Relations
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- Identified influencers and curators with an affinity for art, conservation, and eco-wellness to amplify BHX’s reach
- Organized city-specific influencer collaborations, including:
- Takeovers in LA for LA Climate Week, Waterloo for Lumen Festival and Miami for III Points, showcasing the Black Hole Experience across social media channels.
- Engaging content creation to connect audiences with the Age of Union’s mission.
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- Logistical Support & Partner Coordination
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- Worked with various partners to manage on-the-ground logistics, ensuring seamless execution at every location.
- Oversaw operations with on-ground teams across multiple cities, adapting strategies to fit local contexts while maintaining consistency.
Results
- Secured nine strategic partnerships for the Black Hole Experience’s first North American tour, with stops at:
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- C2 (Montreal)
- Pride Toronto (Dundas Square)
- North Avenue Beach (Chicago)
- Times Square (New York)
- Boots and Hearts (Oro-Medonte township, Ontario)
- MUTEK (Montreal)
- L.A. Climate Week (Los Angeles)
- Lumen Festival (Waterloo)
- III Points (Miami)
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- Generated 1,645 media hits and 870,316,424 total impressions, establishing widespread media coverage.
- Secured coverage in key cities across North America, including notable outlets like The Logic, La Presse, MTL Blog, Montreal Gazette, Narcity, Lien Multimedia, Cult MTL, Chicago Star Media, Miami New Times, EDM.com, and Earmilk
- Secured 45+ influencers and media to visit the Black Hole Experience, fostering authentic connections and amplifying its message through personal storytelling + facilitated three social media takeovers driving engagement for BHX’s Instagram page