Challenges

As Art Central made an iconic return to its harbourfront location, a strategic communications campaign was needed to position the Art Fair as a cornerstone event of Hong Kong Art Week. With numerous competing art events and mega-events taking place during the same period, a strong and differentiated strategy was needed to generate widespread excitement, drive ticket sales, and ensure high-quality footfall and business for the Fair.

Approach

A multi-faceted approach emphasised Art Central’s unique identity and harbourfront location, setting it apart from all other art events during Hong Kong Art Week. An impactful storytelling narrative highlighted the Fair’s fresh and innovative creative vision, differentiating it from previous years. An exclusive pre-event media roundtable with the Fair Director and the Curatorial Director built anticipation and excitement for the event while showcasing their creative approach to programme curation.

Outcomes

• Generated over 1,220 high-quality pieces of coverage across top-tier arts and culture, local, and international media, including over 50 in-depth features and interviews, driving unparalleled visibility and positioning Art Central as the must-attend art event of the season.
• Achieved a reach of over 8.31 billion from influencer outreach and coverage from local, regional, and international media outlets, capturing the attention of art enthusiasts and collectors worldwide.
• Garnered over 500 media attendees from across the APAC and Greater China region during the three-day event, with over 110 media representatives attending the media preview and opening press conference.

More Works