Art for All - Aruga

Affordable Art Fair paints Sydney pink

Aruga brushed up Sydney’s arts scene with a stroke of PR genius, crafting a vibrant campaign that cut through the city’s cluttered cultural calendar and painted the town in Affordable Art Fair’s signature pink.

Aruga was engaged to generate widespread awareness for the third annual Sydney Fair in inner-city suburbs and Sydney’s western and northern regions, creating hype and interest via media relations and VIP engagement.

We ignited excitement with a media preview at the Robin Gibson Gallery for top-tier national and local media, oversaw extensive influencer and VIP outreach and published a lush content guide for media.

Aruga partnered with close friend and leading Sydney-based publicist, Georgie Quigley, to supercharge on-ground media management and local pitching.

The result? Sydney’s Affordable Art Fair was picture perfect with 13,000 attendees, 111 press clips and coverage across 7News, Country Style, The Australian and New Idea.

Results

111

media clips

8.4M

potential audience reach

82%

of coverage in top-tier outlets

12,000

overall event attendance

$3.73M

art sales

1

video asset created

Deliverables

Media Relations

Developing a strategic media relations campaign to break through a cluttered event period in Sydney to position the Fair as a must-attend June event.

Launch Event

Hosting a media preview at Robin Gibson Gallery with top-tier national and Sydney media, creating valuable relationships between media and the Fair.

Content Production

Writing and designing a Content Guide and producing video assets to secure timely and positive earned media.

Influencer and VIP Engagement

Curating a high-profile guest list encompassing key arts and cultural players and securing their attendance at the Fair’s VIP preview.

Winning tactics

Aruga wrote and designed a beautiful Content Guide filled with top tips, art-focused articles, Fair must-knows and critical event details to assist time-poor media. This resulted in coverage with national outlets such as New Idea and Woman’s Day.

Aruga leveraged its influencer and VIP contacts to invite the who’s who of Sydney to the Affordable Art Fair, resulting in high-profile personalities attending, buying art and sharing their experience across their social channels.

To strengthen the Fair’s relationships with key Sydney and national media, Aruga held a VIP Preview. The breakfast panel event led to standout coverage with The Daily Telegraph Sydney Weekend, Country Style and Inside Out.