ART FOR YOUR HOME CAMPAIGN HELPS AFFORDABLE ART FAIR’S FIRST PHYSICAL FAIR SUCCESS
18 July 2021
Tasked to rekindle excitement and drive ticket sales for the Affordable Art Fair – the first major art fair to open in London post-pandemic – we ran a press campaign tapping into the public’s desire for home decoration and live art to secure 91 press stories across national media. Eightly-two percent of our coverage included a weblink straight to the Fair’s ticket booking platform helping the Fair secure higher than expected ticket sales.
To do this we had to overcome the challenge of attention and attendance caused by the brilliant success of England’s football team at the Euros that dominated the news agenda (the Semi-Finals clashed with the Fair’s opening night) as well as issues around Covid secure events and the wider news agenda.
We overcame these challenges by harnessing topical interior design themes around art in decoration, room theming and mood to celebrate art buying and the joy of collecting art. Our campaign secured coverage across the national media including Metro and Daily Mail and the lifestyle press with Tatler, Homes & Antiques and Waitrose Weekend.
In addition, we hosted journalists from across the national media including The Daily Mail, and Evening Standard and The BBC all eager to enjoy the Fair preview following months of lockdown. This approach not only helped secure coverage but also increased understanding and appreciation of the Affordable Art Fair to key media.
Our campaign enabled the Affordable Art Fair to be warmly welcomed back by its key audience, secure widespread media attention and journalist engagement – all providing a springboard for its forthcoming Autumn fair and the continued growth of its online marketplace.