The hottest event on the region's cultural calendar, ART HK appointed impactasia to launch Hong Kong's largest international art fair.

The client brief presented impactasia with a number of challenges. We needed to educate Hong Kong consumers on the concept of a consumer fair and what this meant, as most fairs in Hong Kong are directed at the business to business market.

Cultural events are rarely held on the scale of ART HK in Hong Kong, so impactasia had to strike the balance of attracting serious collectors as well as potential buyers while simultaneously creating curiosity in the community in order to drive footfall.

The campaign focused on leveraging the trends in the art world, positioning Hong Kong's strengths as a meeting point for East and the West, and showcasing the calibre of work on show. impactasia leveraged every possible angle with a focus on putting together a strong group of spokespeople and art community commentators.

Two years in, ART HK is internationally regarded as the Basel of Asia and a key event on the international art calendar. impactasia's efforts were instrumental in increasing event visitors in 2009 by 31%, generating 250 pieces of coverage including major TV coverage, arranging 100 interviews and delivering a total media coverage value toppling HK$50 million. phew. Think ART HK will be back for more in 2010? You can bet your PR dollar on it.