Case Study
The Fine Art Society

Flint is retained by The Fine Art Society, London’s oldest commercial gallery, to handle the promotion of its busy programme of exhibitions and art fairs.  In 2013 the agency was tasked with publicising an exhibition of work by contemporary British sculptor Emily Young, held in the cloister of the Madonna dell’Orto church in Venice during the 55th Venice Art Biennale.  The main aims of the campaign were to promote Young’s reputation at a global level, attract a new network of international collectors, and publicise a subsequent exhibition of Young’s work at the London gallery in September 2013.

Utilising the agency’s extensive network of cultural and corporate contacts, Flint secured a portfolio of high-profile partners that benefited The Fine Art Society’s exhibition via brand association and cross-promotional marketing opportunities.  Partners included travel company Cox & Kings, Venice Sotheby’s International Realty, Nino Franco prosecco, The Art Market Academy and international law firm Ashurst.

Alongside the partnership portfolio, Flint deployed a carefully considered media strategy.  An exclusive press trip was arranged for Rachel Spence, arts writer at Financial Times, and further features were secured in Country Life, The Independent, The Times and The Spectator.  A major feature was secured in the Financial Times Biennale supplement, and in a subsequent issue of the Financial Times, art critic Jackie Wullschlager commented: “Young’s work has always compelled… she has achieved new grandeur and depth.  Her gravitas and mastery of form and composition stood in contrast to much of the biennale’s conceptual drivel: she would be my choice for a really original British pavilion for Venice 2015”.   The combination of meaningful press coverage and cross-promotional partnerships proved highly effective, generating busy visitor footfall, stimulating strong sales and raising the international profile of both Emily Young and The Fine Art Society.

 

“Since engaging Flint The Fine Art Society’s profile in the Press has risen considerably and this has been very good for business.”
- Patrick Bourne, Former Managing Director, The Fine Art Society

 

Image Credit: Emily Young, Red Mountain Head (detail), 2013, Dolomitic Limestone, 89 x 34 x 122 cm, © Annie Hanson, Courtesy of The Fine Art Society

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