Creating a local festival of art

Hong Kong Art Gallery Association
Challenges

The Hong Kong Art Gallery Association (HKAGA) approached Sinclair to help make its annual autumn event more widely known within Hong Kong and the region. Established in 2012, HKAGA aims to showcase the role of their 50 gallery membership in both the local community and economy.

Our challenge was to change the perception of what a gallery is amongst Hongkongers and establish the tagline “Art is Everywhere”. The 2016 programme was significantly expanded, becoming a citywide celebration of creativity, innovation and artistic excellence and included the launch of a major new event: the city wide ‘Gallery Walk for Charity’.

Solutions
  • Working closely with the HKAGA and their stakeholders for each activation, we developed a strategic PR timeline and implemented an impactful, results-driven campaign that achieved widespread conversation and buzz
  • Rebrand the festival as ‘Art Week – Autumn Edition’, to distinguish HKAGA’s festival from the internationally accepted Art Week in March
  • Highlight how the festival is Hong Kong-centred and complements March’s series of international art fairs, further cementing the city’s position as Asia’s global art hub
  • Demonstrate through a diverse programme, and carefully crafted and varied pitching angles, how the HKAGA contributes to the promotion of art development in Hong Kong
  • Craft and pitch targeted narratives for the unified campaign, while identifying target audiences for each activation, thereby reaching multiple and varied audiences and strengthen awareness of the full offering
Hong Kong Art Gallery Association
Outcomes
Newspaper
+300
stories across different sectors including, arts, lifestyle and culture. with the new name Art Week - Autumn Edition appeared in all articles, proving that it was well accepted by media
Visitors
25%
increase in festival event attendance
Media
+60
media engaged over the week of the event series
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