CCP Photo Fair

Over four days, the Centre for Contemporary Photography (CCP) hosted its inaugural CCP Photo Fair. Reflecting both the popularity of art fairs worldwide and the growing trend of experience-based art, the event showcased the work of nine leading Australian photographers. Hosting a VIP opening, artist party, panel discussions and talks with artists, the Photo Fair’s curated program centred on celebrating the diverse use of photography in Australia, supporting CCP’s work and growing local photographic audiences.

Challenge

Drive awareness of and engagement with the event; build media interest and coverage; secure partner and sponsorships; drive sales of artwork; promote attendance at individual events and the Photo Fair generally; extend CCP’s reach to a broader audience.

Solution

We worked closely with CCP’s director to develop an innovative concept and event program, which centred on two key opening nights and a range of talks with the exhibiting artists. On top of a targeted PR and social media campaign, we secured a number of event sponsors and media partner Broadsheet to help implement and amplify the strategy.


Execution

We created a fun, new event concept for CCP that was attended by over 3,500 people. Featuring performances by Melbourne talent The Huxleys and It Records, specialty cocktails and speaker events, there was consistent traction at the Photo Fair over the four days. The VIP opening attracted a new audience to CCP, with a notably strong turnout from senior art curators and collectors. Targeted media outreach and Facebook advertising, as well as a Broadsheet- run competition, ensured the event reached its intended audience.

Results

The response to CCP’s first Photo Fair was overwhelming, with 45 artworks sold over its duration. The event received 22 pieces of media coverage, including Spectrum in The Age and The Design Files, and had a strong presence on social media with close to 54,000 people reached on CCP’s channels in the week of the Photo Fair.

Services

Strategy;
Creative direction;
Sponsorship management;
Sales;
PR and media relations;
Social media;
Event management;
Stakeholder management; and
Copywriting.