Retelling the story of a legend

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Retelling the story of a legend

Van Cleef & Arpels

Challenges

Van Cleef & Arpels represents legitimacy, authenticity, elegance and experienced craftsmanship. In early 2016, Van Cleef & Arpels collaborated with a world-leading visual artist in scenography to create the L’arche de Noé exhibition.

First showcased in Paris in 2016, the exhibition came to Asia for the first time during Hong Kong Art Month 2017. With over 100 art events taking place during the month, their was strong competition for attention. Our challenge was to create an integrated PR campaign that positioned the exhibition firmly in the art world, and create talkability and sharability in a wide audience.

Approach

To position the L’arche de Noé exhibition as the most exciting installation in the lead up to Art Month we focus storytelling on the artist and curatorial direction of the exhibition, and its location at Asia Society.
Crafted messaging in art-world language and focusing the core storyline on the art rather than the brand
To create local engagement and drive footfall, we created initiatives & activations, such as talks opportunities with art institutes and a children’s’ workshops with a local NGO
Led the campaign through interviews with artist early on to create excitement prior to the launch of the exhibition
Tailored the target media list towards an art narrative, and drove an extensive media engagement campaign to pitch tailored storylines to media outlets throughout Asia Pacific
Created an aligned social media and media outreach campaign that drove buzz in the lead up to launch
To ensure a high turnout, a website was built for the exhibition that allowed the public to book exhibition visits, ensuring that the art programme had an online home outside of the brand

Outcomes

+9,300

visitors to the exhibition

+340

stories ran globally across sectors including art, lifestyle and business, before, during and after the exhibition – 60% were art focused

+140

media and influencers, both local and international, attended media activities, including the launch press lunch, press preview, VIP cocktail and children's workshops

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