The brief

To drive footfall of the right kind of buyers (male and female, 25-45, potential and existing art buyers) to the Affordable Art Fair; to position the fair founder, Will Ramsay, as an art world pioneer.

The solution

Using Affordable Art Fair’s non-stuffy, approachable ethos to position the brand as a retail destination for art and home style advice, we tapped into broader interiors trends to find editorial opportunities well beyond the arts pages. AAF’s founder – Will Ramsay – and the London fair directors became experts in their own right.

The results

During nine years of working with AAF, we secured 3,455 pieces of editorial, including nearly 1,000 feature-length articles and 176 pieces of broadcast coverage, delivering more than 4,000 key messages.

The Fair attracts over 20,000 people to its London events, who spend over £4m at each Fair. Following AAF's UK success, Will now operates more than a dozen art fairs across four continents.