Impactful sponsorship over Art Month in Hong Kong

Swire Properties
Challenges

In conjunction with its fifth year of sponsorship of Art Basel in Hong Kong, Swire Properties aimed to take their participation in Art Month to the next level with world-class installations both in the Convention Center and to the public.

The programme included a talks programme, a collaboration with Serpentine Galleries to present Zaha Hadid: There Should Be No End to Experimentation at ArtisTree in Taikoo Place, and the Hong Kong debut of Julius Popp’s BIT.FALL at Pacific Place. The challenge was to ensure the programme firmly told the story of Swire Properties’ long-held position as a supporter of world-class architecture, design, art and culture.

Approach
  • Crafted and pitched targeted narratives for the identified target audiences: art experts, art lovers and the public
  • Cemented the positioning of Swire Properties as an established patron of the arts in Hong Kong through story placement in a wide range of highly targeted local and international publications
  • Strategically drove an extensive media engagement campaign pitching tailored storylines and exclusive interviews to media outlets throughout Asia Pacific to secure coverage
  • Engaged extensively and personally with media, bloggers and influencers on the ground to ensure the communications narrative was understood. From InstaMeets to exclusive artist luncheons with the media, exciting engagements ensured attendance
  • Crafted overall and individual strategies for the Swire Properties Arts Programme social media platforms to ensure engagement with the visitors

 

Swire Properties Lounge 2017
Outcomes
Newspaper
+1650
stories ran globally across different sectors, including news, art, lifestyle and culture
+80
stories published in leading international art titles
+140
media and bloggers attended Swire Properties' Art Month events

Swire Properties’ corporate messages were present throughout coverage of the individual art activations, underpinning the company’s longstanding support of world-class art and culture, and to building vibrant communities.

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