Attracting an international auction audience

Poly Auction
Challenges

The key challenge was to boost awareness and credibility during Poly Auction’s 2015 Autumn Auctions. Although relatively new on the international art scene, China’s premium home-grown auction house is expanding globally. The brand faces strong competition and the global market commonly holds misconceptions that Poly Auction is associated with their place of origin.

Approach
  • Positioned Poly Auction as the leading platform for regional and international collectors to discover Chinese and Asian art
  • Showcased Poly Auction’s unique access to Chinese art through storytelling, with a spotlight on the exceptional art works under the hammer at the Autumn Auctions
  • Highlighted the integrity and expertise of the Poly Auction management team through face-to-face interviews with international media
  • Tailored sector-specific storylines for each auction category, from luxury brands, jewellery and wine to classic and contemporary art
  • Personalised the brand with key stakeholders. Media engagement with the brand representatives and art works were arranged through a series of events
Poly Auction
Outcomes
30%
sales over pre-auction expectations
Newspaper
+345
stories published in print, online and broadcast
+70
media attending the preview, including local, regional and global publications
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