Case Study
Art Licks Weekend

In 2015, Flint developed a creative campaign to build the profile and audience numbers for London’s largest free festival of contemporary emerging art, Art Licks Weekend.  The event saw galleries, homes and public spaces opening up over the course of a weekend in early October, to showcase the ambitious and compelling work being developed by young, under represented artists and curators around London’s outer boroughs.

With over 90 participating galleries and 300 artists involved, the third edition of Art Licks Weekend saw a substantial increase in visitors engaging with the broad programme of events and exhibitions throughout the weekend.  Art Licks saw unique spaces and emerging galleries bringing the streets of London to life from South to East with an array of outdoor happenings and unique exhibitions.

At a peak time in the cultural calendar with Frieze close at hand, Flint shifted the media focus onto new and emerging talents with a bespoke strategy across specialist and mainstream press, aimed at changing the perception of the festival from local initiative to established art event of international significance.  The short-lead campaign securing significant national coverage across the print and online media; Art Licks Weekend appeared in The Art Newspaper, Apollo and Time Out, as well as in lifestyle and fashion titles including i-D, Emerald Street and DAZED Digital. In total, the campaign reached over 21.5 million people with press coverage resonating significantly across the major social media channels with strong endorsement from art world influencers.

 

“Working with Flint this year on the Art Licks Weekend festival was fantastic! They have a very friendly, dedicated and efficient team. Working with Flint introduced us to a new network of press contacts and secured diverse coverage in the lead-up, during and post-festival that we were delighted with. Flint regularly updated us on the campaign’s progress and worked collaboratively with us to develop the festival’s press material and activities to ensure strong coverage and as a result, increased visitor numbers.” – Holly Willats, Founding Director, Art Licks Weekend

“From a car park to an arcade bar, Art Licks sees London’s coolest new work in unexpected places.” – Fiona Hughes, Evening Standard

“Art Licks Weekend highlights the contribution of grassroots initiatives to the London art scene.” – Jose da Silva, The Art Newspaper

“The festival has become required viewing for anyone interested in the capital’s grassroots creativity” – Louisa Buck, The Art Newspaper

 

Image Credit: Art Licks Weekend 2015 (detail), © Sam Nightingale

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