Next time you’re looking for a collaboration idea that’s a little ‘left of centre’ – think art
Hong Kong’s art scene is thriving, and brands are now looking at how they can be part of the conversation.
The city’s annual Art Week in March has become a global event, attracting buyers, collectors and media from around the globe. This growth has sparked a marked increase in corporate support for the arts. Here are three reasons why the arts are a partnership favourite:
Audience reach
Art events attract a cross-section of the community, which means the potential for both mass and targeted reach. From the global art elite at a VIP preview to the families that flock to weekend art fairs and events, commercial collaborations can take so many shapes and forms.
Connections
Art fairs and gallery openings are almost as much about networking and parties as they are about the art. They are a chance to rub shoulders with everyone from the C-suite to socialites and celebrities. During Art Week we see not only galleries and fairs hosting events, but everyone from retail shops to restaurants getting into the conversation too.
Community good
Supporting and preserving the arts industry has relevance. An increasing number of companies are claiming to be a ‘patron of the arts’ and while this title is self-appointed, it is a meaningful statement of social conscience. A partnership within the arts isn’t just a commercial sponsorship, it’s a CSR opportunity too.
From alternate personas to video, the art industry is all about creativity and personal expression, offering boundless opportunities for out-of-the-box partnerships.
How can your brand leverage the Art Week opportunity? We suggest you start planning early to win the best partnerships and gain the biggest impact.
Kiri Sinclair
