Establishing Hong Kong Art Week

Art Central 2015

The key challenge was launching and positioning Art Central correctly within the Hong Kong market. It was understood that Art Central could easily be perceived as competing with Art Basel, the biggest event in the Hong Kong art calendar. Risk also lay in the fair being perceived as more ‘affordable’ than Art Basel, and therefore not for serious art buyers and enthusiasts. Careful strategy was needed to position the fair as complimenting Art Basel, rather than competing with it, and appealing to both serious art buyers and the media to earn interest and drive attendance to the fair.

  • Elevated the conversation above the fair itself, and above Art Basel, to establish ‘Hong Kong Art Week’
  • Created discussion about the growth of Hong Kong as a global arts hub, eliminating the mindset that art fairs are competitors
  • Claimed the first-to-market position by creating the new category of ‘satellite fair’ in the minds of the audience
  • Positioned as a local fair of international standard, local elements and storylines were emphasised giving partners, media and bloggers reason to engage with Art Central, and view the fair as locally embraced but still on the world stage
stories published in print, online and on TV
stories referenced Hong Kong Art Week
visitors attending Art Central, exceeding projected expectations by over 30 percent
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