Bringing international art to the wider community

Harbour Arts Sculpture Park 2018
Challenges

Create mass awareness & positive sentiment for an iconic public art exhibition

Harbour Arts Sculpture Park (22 February to 11 April 2018) was Hong Kong’s first international sculpture park on the city’s iconic harbourfront. A museum without walls, this project featured sculptures by emerging and renowned local and international artists, and was free to the public to attend. Curated by Tim Marlow (Artistic Director at the Royal Academy of Arts) and Fumio Nanjo (Director of Mori Art Museum and Director of International Programmes at Hong Kong Art School), Harbour Arts Sculpture Park was accompanied by a diverse and extensive programme of workshops and educational activities, demonstrating that art can truly be for everyone.

Approach

Narrative
Developed strong key messages and a calendar of creative storytelling to reach local and international audiences. Narrative was crafted for specific target audience and media sectors

Globalise
Cemented Hong Kong’s position as a global arts player, reaching out to international visitors through publications and the tourism board

Talk of the town
Created public discussion about art and public space, securing high-quality, on-message coverage in local and international publications and across social media

Public participation
An extensive programme of free workshops and educational activities demonstrated that art is for everyone

Partnerships
Ensured that all 50+ stakeholders had consistent external communications through 1-1 briefings, timely updates, and shared marketing collateral, positioning Harbour Arts Sculpture Park as a community-driven project that gave access to world-class art

Social and digital
Created owned, branded channels including Facebook, Instagram, website and dedicated mobile app to create conversation online, share campaign video series, provide live updates and communicate directly with the audience

Harbour Arts Sculpture Park 2018 Hong Kong - public engagement
Outcomes
+949,000
visitors throughout exhibition period
+880
stories ran globally across different media sectors
+325,700
video views across social media channels
  • +12,700 participants in 132 activities
  • 30,000 exhibition maps distributed
  • +100 guests attended the official launch
  • +4,000 app downloads
  • +76,000 total Facebook engagement
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