Art meets science: An exploratory exhibition

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Art & Culture, Positioning, Social Media

Art meets science: An exploratory exhibition

Galerie Ora-Ora

Challenges

Leading Chinese contemporary artist Zhang Yanzi’s works have been exhibited around the globe, and have featured at leading art institutions such as Art Basel Hong Kong, Palazzo delle Arti di Napoli, La Biennale di Venezia and Shanghai Art Museum.

Sinclair was engaged to promote Zhang Yanzi’s solo exhibition for Galerie Ora-Ora in collaboration with the Hong Kong Museum of Medical Sciences. The key challenge was generating awareness and excitement for a single exhibition featuring an artist more prominently known outside of Hong Kong.

Approach

Positioned the exhibition as an exploration of the relationship between art and science
Organised a media luncheon and media event to allow media guests to engage with the artist herself
Lined up interviews with leading publications and pitched targeted story angles for features and inclusions
Increased awareness and drove traffic to the exhibition with an integrated Facebook strategy designed to build upon traditional media engagement
Focused on a broad range of target media, pitching to art media, and also reaching out actively to news and lifestyle media so as to raise awareness with the wider public

Outcomes

3,300

people visited the exhibition

30+

media attending launch events for the exhibition from major local art, lifestyle and news publications. Coverage was also achieved on several television channels

30%

increase in likes on Galerie Ora-Ora’s Facebook page during the three-month project

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