Swire Properties Art Month 2017

In conjunction with its fifth year of sponsorship of Art Basel in Hong Kong, Swire Properties aimed to take their participation in Art Month to the next level with world class installations both in the Convention Centre and to the public. The programme included a talks programmes, collaboration with Serpentine Galleries to present Zaha Hadid: There Should Be No End to Experimentation at ArtisTree in Taikoo Place and Julius Popp’s BIT.FALL at Pacific Place. The challenge was to ensure the programme firmly told the story of Swire Properties’ long held position as a longstanding supporter of world-class architecture, design, art and culture.

Planning & Execution

    Crafted and pitched targeted narratives for the identified target audiences: art experts, art lovers and the public


    Cemented the positioning of Swire Properties as an established patron of the arts in Hong Kong through story placement in a wide range of highly targeted local and international publications


    Strategically drove an extensive media engagement campaign pitching tailored storylines and exclusive interviews to media outlets throughout Asia Pacific to secure coverage


    Engaged extensively and personally with media, bloggers and influencers on the ground to ensure communications narrative was understood. From InstaMeets to exclusive artist luncheons with the media, exciting engagements ensured attendance


    Crafted overall and individual strategies for the Swire Properties Arts Programme social media platforms to ensure engagement with the visitors

Effectiveness / Results

    Talk of the Town: Sinclair Communications generated wide spread conversation and buzz surrounding Swire Properties’ activations securing high quality coverage in print and online publications and social media. High profile influencers, publications and opinion leaders endorsed on social media


    Above the crowd: Swire Properties art activations stood out among the multitude of exhibitions and cultural events happening across the city. Successful positioning of Swire Properties’ profile as a major corporate player in the arts and cultural scene of Hong Kong

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The Campaign Asia-Pacific Team