Driving attendance during Hong Kong Art Week

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Art & Culture, Asia Pacific, Awards, Events, Positioning

Driving attendance during Hong Kong Art Week

Art Central

Challenges

Hong Kong’s newest art fair, Art Central, was launched by the founders of ART HK in March 2015. Located at Central Harbourfront, it was timed to coincide with established international fair Art Basel.

Following Sinclair Comms’ award-winning PR campaign for the inaugural 2015 fair, a key challenge in 2016 was exceeding the level of media interest achieved in the first year. The strategy needed to build buzz and anticipation, positioning Art Central 2016 as a must-visit fair by highlighting new activations, while elevating the fair to a whole new level in its second year with a ‘distinctly Asian edge’.

Approach

Showcased new elements such as First Night, the Absolut Art Bar, fair restaurants and a street food area which were essential to reinforcing the vibe, energy and social elements to be discovered
Highlighted how the 2016 edition built upon the success of the 2015 edition with a ‘distinctly Asian edge’
Drove an extensive media engagement campaign pitching tailored storylines to media outlets throughout Asia Pacific
Helped align the brand with media partners to increase awareness
Suggested and lined up brand partnerships for new-to-fair activations