Launch campaign for Harbour Arts Sculpture Park
Creating mass awareness for an iconic public art exhibition, and driving both excitement and engagement for the event, presented by Hong Kong Arts Centre.
Challenge
Harbour Arts Sculpture Park (22 February to 11 April 2018) was Hong Kong’s first international sculpture park on the city’s iconic harbourfront. A museum without walls, this project featured sculptures by emerging and renowned local and international artists and was free to the public.
Curated by Tim Marlow (Artistic Director at the Royal Academy of Arts) and Fumio Nanjo (Director of Mori Art Museum and Director of International Programmes at Hong Kong Art School), Harbour Arts Sculpture Park was accompanied by a diverse and extensive programme of workshops and educational activities, demonstrating that art can truly be for everyone.
Sinclair was a presenting partner of the event.
Approach
Narrative: Developed strong key messages and a calendar of creative storytelling to reach local and international audiences. Narrative was crafted for specific target audience and media sectors
Globalise: Cemented Hong Kong’s position as a global arts player, reaching out to international visitors through publications and the tourism board.
Talk of the town: Created public discussion about art and public space, securing high-quality, on-message coverage in local and international publications and across social media.
Public participation: An extensive programme of free workshops and educational activities demonstrated that art is for everyone.
Partnerships: Ensured that all 50+ stakeholders had consistent external communications through 1-1 briefings, timely updates, and shared marketing collateral, positioning Harbour Arts Sculpture Park as a community-driven project that gave access to world-class art.
Social and digital: Created owned, branded channels including Facebook, Instagram, website and dedicated mobile app to create conversation online, share campaign video series, provide live updates and communicate directly with the audience.
Outcomes
- Over 949,000 visitors during the exhibition period, far above expectations.
- Over 880 stories ran globally across news, lifestyle and arts & culture sectors.
- Over 325,700 video views on social media channels.
- 4,000 app downloads.
- Over 76,000 organic Facebook engagements.
