Create mass awareness & positive sentiment for an iconic public art exhibition
Harbour Arts Sculpture Park (22 February to 11 April 2018) was Hong Kong’s first international sculpture park on the city’s iconic harbourfront. A museum without walls, this project featured sculptures by emerging and renowned local and international artists, and was free to the public to attend. Curated by Tim Marlow (Artistic Director at the Royal Academy of Arts) and Fumio Nanjo (Director of Mori Art Museum and Director of International Programmes at Hong Kong Art School), Harbour Arts Sculpture Park was accompanied by a diverse and extensive programme of workshops and educational activities, demonstrating that art can truly be for everyone.
Narrative
Developed strong key messages and a calendar of creative storytelling to reach local and international audiences. Narrative was crafted for specific target audience and media sectors
Globalise
Cemented Hong Kong’s position as a global arts player, reaching out to international visitors through publications and the tourism board
Talk of the town
Created public discussion about art and public space, securing high-quality, on-message coverage in local and international publications and across social media
Public participation
An extensive programme of free workshops and educational activities demonstrated that art is for everyone
Partnerships
Ensured that all 50+ stakeholders had consistent external communications through 1-1 briefings, timely updates, and shared marketing collateral, positioning Harbour Arts Sculpture Park as a community-driven project that gave access to world-class art
Social and digital
Created owned, branded channels including Facebook, Instagram, website and dedicated mobile app to create conversation online, share campaign video series, provide live updates and communicate directly with the audience
