LINKS

• NewcastleGateshead Art Fair 2008 and 2009
• Balance – the North East Alcohol Office
• English Heritage
• Komatsu UK
• Tyne and Wear Development Company
• Gateshead Council - BIG project

OUR WORK

Client

NewcastleGateshead Art Fair 2008 and 2009

Task/problem
Devise general marketing plan, with bias towards PR, to help secure exhibitors, sponsors and ultimately drive footfall and art collectors to the event at Sage Gateshead.

Solutions / what we did
We developed an integrated communications plan that comprised national specialist and regional press and radio advertising, direct mail, promotions and PR/media relations.

A media partnership was established with regional press group, ncjMedia, to ensure media support and positive promotion across a number of titles online and offline in the build up to the event. A stream of regular stories was distributed to specialist and regional press. Regular online e-shots were issued to a known database of art collectors to build momentum and generate interest prior to the event.

Elsewhere there was close liaison and engagement with partners, stakeholders and sponsors.

Results
Extensive, positive media coverage among national specialist, to secure exhibitors, and regional media to generate footfall; positive interest and ‘chatter’ was also generated online.

Confidence and credibility was established to secure important sponsorships – including HSBC Bank. Even during the credit crunch of 2009 sponsors were attracted to the event. Importantly, exhibitors from around the UK and overseas were encouraged to participate.

The 2008 event enjoyed higher footfall than the inaugural event in 2007 and a greater spend was achieved.

Download NewcastleGateshead Art Fair 2008 and 2009 case study