Case Study
India Art Fair 2017

In 2016, Flint Asia was retained to develop and deliver a promotional strategy for India Art Fair, one of the largest and most influential art market events in the Asian region.

Flint’s wide-ranging strategic communications brief included a reputation management remit encompassing the acquisition of India Art Fair by MCH Group and the positioning of the New Delhi-based event as the first partnership in the Swiss group’s newly launched Design and Regional Art Fairs initiative. Flint also managed the fair’s communications strategy in response to the Indian Government’s demonetisation initiative, sustaining confidence and avoiding negative impact through further messaging development, carefully positioned coverage, and strategic influencer engagement.

Flint directed a structured multi-channel media relations campaign over a 7 month campaign term, positioning India Art Fair as the preeminent arts platform in South Asia through high-value, brand-positive press coverage delivered across a broad media spectrum. National and international media outreach managed by Flint’s offices in London, New Delhi and Istanbul secured 116 national newspaper articles, 218 digital articles, 36 magazine features and 31 items of broadcast coverage, delivering 109,023,750 Opportunities To View in print, with a digital reach in excess of 617 million.

Flint also developed and implemented a dedicated social media strategy for the fair, with a specific brief to extend the event’s digital network and enhance its influence. Working primarily across Facebook, Twitter and Instagram, digital engagement for India Art Fair’s 2017 edition was increased by 166% YTD, with Flint growing the event’s Facebook following by 205% to deliver a reach of 1,358,942, with total impressions increased by 182%. Flint’s Twitter strategy focused on accessing and engaging key influencer networks, including those of The Guggenheim, The Louvre Abu Dhabi and Google Arts, resulting in a 348% increase in Twitter engagement, with the #IndiaArtFair2017 hashtag trending internationally during the fair – a significant milestone in the fair’s digital history.

Flint’s integrated strategy of industry, collector and media outreach significantly contributed to delivering one of the most successful editions of India Art Fair, with 90% of participating galleries reporting strong sales, demonstrating a sustained confidence in the strength of India’s contemporary art market.

 

Image Credit: Flying Man, Chippa Sudhakar, Gallery Veda, Courtesy of India Art Fair

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