Integrated Campaign Helps Autumn Affordable Art Fair Exceed Targets
18 November 2021
Tasked to drive both consumer awareness and ticket sales for the Affordable Art Fair our campaign had cut through and showcased the Fair to reach new and existing audiences during a very busy period for the art world post-pandemic as art fairs such as Frieze, The Other Art Fair and 1-54 Contemporary African Art Fair launched.
To do this we created a press and influencer campaign that tapped into the current zeitgeist for enjoying art and home decoration and secured 134 press stories across the media as well as high engagement online that helped enable the Fair to exceed its visitor number target by 14%.
We achieved this through a campaign that amplified Affordable Art Fair’s offer across the London, national and lifestyle media with highlights including the Evening Standard, the Daily Telegraph, Waitrose Weekend, The World of Interiors, and I-M Magazine.
Crucially, 70% of all the coverage we secured included a link to the Fair’s website, enabling readers to go directly to the Fair’s booking channels and buy tickets.
Our influencer campaign continued positioning the Affordable Art Fair and website as a vital part in successful home decoration and the cultural calendar. We secured leading influencers from the interiors and design world such as @aswedishgirlinlondon, @gold_is_a_neutral and @feather_and_faff, to visit the Fair, post online reviews and share their top pick of art works.
In addition, we hosted media from across lifestyle and national titles including Vogue, Good Housekeeping and the Daily Mail – helping to further cement an increased understanding of the Fair to highly influential media – and helping the Fair forge new relationships for the future.