London Art Fair appointed Kallaway to refresh its PR approach for a post-pandemic return, against a backdrop of fair closures and Brexit-related complications for the international galleries bringing work into the UK. The brief was to reach HNWI collectors and the next generation of buyers in a single campaign.
We amplified the Fair's January timing to position it for both serious collectors and the culturally curious as the best way to start their cultural year.
For HNWI and collector audiences, we shaped perception through targeted coverage in titles including the Financial Times, The Art Newspaper and Apollo - placing the Fair alongside the conversations that drive collecting decisions.
To bring younger and first-time buyers into the audience, we built a national lifestyle moment - led by a 40-minute magazine format segment on BBC Radio 2’s Jo Whiley show and supported by features and extended news stories in The Guardian, The Times and Daily Telegraph.
Our influencer programme widened the conversation further, partnering with a small group of 16 high-profile tastemakers whose audiences reach well beyond the art world and translate the Fair’s offer to a broader, design-led audience.
Our work enabled the Fair to build its traction with both serious collectors and a new generation of buyers, further establishing it as the start of London’s visual arts calendar.
| 304 | Media stories and social content. 70% of media coverage in long-form, message-rich formats |
| 88.5M | Audience reach |
| 20% | Above target on visitor number |
| 10% | Over revenue target |
“The Kallaway team were a significant support, and we are delighted with the results.”
Sarah Monk, Fair Director, London Art Fair
