Creating a local festival of art


    The Hong Kong Art Gallery Association (HKAGA) approached the agency with the challenge of making it annual Autumn event more widely known within Hong Kong and the region.


    Established in 2012, HKAGA wishes to engage all Hongkongers in the art conversation and highlight the role of their 50 gallery membership in both the community and economy of Hong Kong.


    The challenge was to make ‘the gallery experience’ less elitist and intimidating, and more approachable, welcoming all art lovers from serious collectors to curious newbies.


    HKAGA wished to significantly expand their programme to include a two day Art Symposium, community-wide family art day event, dedicated mobile touring app, Art Treasure Hunts and Public Art Exhibition, as well launching a major new event: the city wide ‘Gallery Walk for Charity.’

Planning & Execution

The Approach


    Change the perception of what a gallery is amongst Hong Kongers and establish the tagline “Art is Everywhere”.


    Position HKAGA’s Art Week as a citywide celebration of Hong Kong’s creativity, innovation and artistic excellence.


    Suggest and arrange sponsorships and collaborations that raise the profile of the HKAGA and make it more accessible in the eyes of the general public.



Execution


    Carefully crafted Programme announcement press release to secure coverage and media interviews.


    Press notes, ongoing outreach, interview opportunities and exclusive media previews to generate and continue momentum.


    Identifying target local, regional and international media in the lead up to the festival and on site at events to secure media attendance and engagement.


    Craft and pitch unique and targeted narratives for the unified campaign, while identifying target audiences for each activation, thereby reaching multiple and varied audiences and strengthen awareness the full offering.


    Briefed all artists and collaboration partners on key messages so that they could be shared during media interviews.


    Build and maintain positive relationships with key influential lifestyle, arts and culture media, Instagrammers and key opinion leaders


Effectiveness / Results

Attendance

2,000 attended Family Art Day – setting a new record with 25% increase over previous year.

800 people attended Art Day at South Island,

500 people attending the 2-day Art Symposium


Positive Media Coverage

+300

stories that ran across different sectors including, arts, lifestyle and culture, with the new name Art Week - Autumn Edition appeared in all articles, proven that it was well accepted by media.


Media Engagement

+ 60 media engagements

    21 media attended Press Conference


    24 media attended Press Opening


    10 media attended Saturday Session of Art Symposium


    15 media attended The Gallery Walk


    13 interviews secured for spokespeople across the 3 months campaign.



Successful collaboration instigations

    HK Walls, Pont des Arts, Peroni, Maximal Concepts and Ticketflap

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The Campaign Asia-Pacific Team