An affair of the Art | Driving attendance for Affordable Art Fair

Curating a nationwide art celebration

Affordable Art Fair delivered its most expansive Australian season in 2025, returning to Brisbane, Melbourne and Sydney with a vibrant celebration of creativity and contemporary art at scale.

Aruga was engaged for a second year to lead public relations across all three cities, with a focus on elevating the Fair’s cultural profile, driving attendance and reinforcing it as an influential moment on Australia’s arts calendar.

Across a year-long, multi-city campaign, Aruga delivered end-to-end publicity spanning strategic direction, storytelling, media relations and influencer and VIP engagement.

Through artist-led narratives, gallery profiles, destination-driven listings and lifestyle features exploring how to discover and collect art, Aruga positioned Affordable Art Fair as culturally significant, joyfully accessible and one of Australia’s most loved celebrations of art.

Results

1601

total media clips

352

individual media clips

24M+

potential audience reach

$1.23M+

advertising value equivalent

$13.3M+

total art sales

100%

key message inclusion

84

influencer clips

25M+

influencer reach

49.3K

attendees across three cities

Deliverables

Media Strategy

Created a national, city-by-city media strategy designed to drive awareness, attendance and sales while elevating Affordable Art Fair’s cultural positioning.

Media Relations

Delivered targeted editorial pitching, listings and interviews across lifestyle, arts, news and destination media to reach diverse audiences.

Copywriting

Developed media releases, feature articles and editorial materials that resonated with diverse publications and audiences.

Influencer & VIP Engagement

Engaged artists, creatives, tastemakers and interior lovers to generate organic content, build anticipation and amplify the Fair experience across social platforms.

Winning Tactics

Aruga tailored each city’s narrative to its audience, balancing high-frequency ‘what’s on’ listings with cultural features to convert awareness into attendance while fostering long-term brand love.

Aruga worked with a diverse suite of talent, including artists, galleries and the Fair team, to secure high-quality coverage that blended personal storytelling with thought leadership and cultural context.

Aruga extended the campaign beyond traditional earned media by inviting influencers and media on-site, embedding Affordable Art Fair within each city’s creative, lifestyle and destination ecosystems.