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MELBOURNE ART FAIR

As Australasia's most progressive platform for contemporary art and ideas, Melbourne Art Fair showcases the work of artists from the region's most celebrated galleries. We have strategically supported Melbourne Art Foundation in amplifying its world-class program, while also navigating the changing arts events landscape in bringing the fair to life.

Kaylene Whiskey in her studio, Courtesy of Iwantja Arts, photographer: Meg Hansen, Melbourne Art Fair

Summary

Melbourne Art Fair (MAF) is a seminal fixture on the Australasian cultural calendar, and the headline event of Melbourne Art Week. Stimulating critical attention for over 30 years, the biennial fair provides a world-class platform for living contemporary Australian artists and their galleries to showcase their work.

Effectively navigating the challenges of COVID-19, CC pivoted the scheduled 2020 in-person fair to a virtual event, creating Melbourne Art Fair: Viewing Rooms. This interactive platform facilitated online art viewing, sales and engagement via a seamless experience for Australia’s arts community and beyond.

 

5000

+

5,000+ visitors accessed the Melbourne Art Fair online events, and more than 30 pieces of media coverage were secured across art, design and lifestyle titles.

11

K

CC supported Melbourne Art Fair in growing an organic Instagram following of 11,000+.

After working with Communications Collective on the original Melbourne Art Fair, the team was agile in adapting our campaign and key messages for a digital event in the wake of COVID-19.

With their knowledge of the arts and media relations skills, we achieved a strong awareness of the fair, high visitation numbers to the digital platform, as well as the development of an engaging talks program.

CEO, Melbourne Art Foundation Maree Di Pasquale
Tolarno Galleries, Melbourne Art Fair
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