Case Study
Christie’s Multiplied

Since 2011, Flint has been retained by world-leading auction house Christie’s to deliver strategic promotional campaigns for their annual art fair, Multiplied.  The only fair in the UK dedicated to contemporary art in editions, Multiplied takes place during Frieze Week at the Christie’s South Kensington salerooms, with forty exhibitors presenting work by renowned contemporary artists alongside emerging talent from UK graduate institutions.

In 2014, the campaign focussed on asserting Multiplied’s unique position as the leading destination to source work in editions of the highest quality over the busy Frieze Week period.

Extensive press coverage for the fair was delivered across national newspapers, magazines and digital platforms, with highlights including pieces in The Financial Times, London Evening Standard, Time Out, House & Garden, Port Magazine, Luxury Briefing and The Resident.

An extensive portfolio of media partnerships was secured across the contemporary art, photography, luxury, interiors, regional and online sectors, and a Charity partnership was established with Create London.  In addition, Flint negotiated a partnership with The Kensington Hotel, delivering a number of promotional and in-kind opportunities including an exclusive drinks reception at the hotel for Multiplied exhibitors.

Driving footfall across each day of the fair, Flint also delivered a programme of high-profile events in collaboration with leading artists, galleries, museums and celebrated art critics. Highlights of the programme included Q&A’s between Sir Peter Blake RA and Daily Telegraph Art Critic Alastair Sooke, and a discussion between Yinka Shonibare MBE and Director of The Whitechapel Gallery, Iwona Blazwick.

Building on the success of the 2014 edition, Flint has since been engaged to deliver a promotional campaign for Multiplied 2015.

 

“With an intelligent PR campaign which focused on our key marketing message of ‘Art you can Buy’, Flint succeeded in raising the profile of the Fair during an extremely busy week in the art world calendar, Frieze week. The desired result was that many exhibitors reported brisk sales. In addition to their successful targeting of press in print and online formats, they also secured several profile raising speaking engagements which allowed me as the director of the Fair to engage with new audiences. On a personal level, the Flint team were a pleasure to work with.”
– Murray Macaulay, Director of Multiplied

 

Image Credit: Peter Walters & Katie Davies, Courtesy of Christie’s Multiplied

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