Attracting an international auction audience

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Art & Culture, China, Positioning, Thought Leadership

Attracting an international auction audience

Poly Auction

Challenges

The key challenge was to boost awareness and credibility during Poly Auction’s 2015 Autumn Auctions. Although relatively new on the international art scene, China’s premium home-grown auction house is expanding globally. The brand faces strong competition and the global market commonly holds misconceptions that Poly Auction is associated with their place of origin.

Approach

Positioned Poly Auction as the leading platform for regional and international collectors to discover Chinese and Asian art
Showcased Poly Auction’s unique access to Chinese art through storytelling, with a spotlight on the exceptional art works under the hammer at the Autumn Auctions
Highlighted the integrity and expertise of the Poly Auction management team through face-to-face interviews with international media
Tailored sector-specific storylines for each auction category, from luxury brands, jewellery and wine to classic and contemporary art
Personalised the brand with key stakeholders. Media engagement with the brand representatives and art works were arranged through a series of events

Outcomes

30%

sales over pre-auction expectations

+345

stories published in print, online and broadcast

+70

media attending the preview, including local, regional and global publications

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