Art Basel - The Art of Collecting
The campaign uniquely addresses the societal responsibility of supporting living artists. It emphasizes that collecting art is not just about acquiring valuable pieces but also about fostering the careers of contemporary artists and enriching the cultural landscape.
A notable feature of the campaign is its collaboration with Emily McElwreath, an experienced art advisor, curator, and educator. Through platforms like "The Art Career Podcast," McElwreath shares her expertise, offering practical advice and demystifying the art of collecting for a broad audience.
The primary audience includes current and prospective art collectors, art enthusiasts, and individuals interested in understanding the art market. It also appeals to those who wish to support living artists and engage more deeply with contemporary art.
TARGET AUDIENCE
About the
Campaign -
The campaign uniquely addresses the societal responsibility of supporting living artists. It emphasizes that collecting art is not just about acquiring valuable pieces but also about fostering the careers of contemporary artists and enriching the cultural landscape.
Core Theme of the Campaign -
1. Navigating the Art Market: The campaign provides guidance on how to approach the diverse and complex art market, helping collectors make informed decisions.
2. Personal Taste and Budget: It emphasizes aligning art acquisitions with one's personal taste and budget, ensuring that collecting remains a fulfilling endeavor.
3. Supporting Living Artists: The initiative highlights the importance of supporting contemporary artists, thereby contributing to the ongoing cultural conversation.
4. Educational Resources: Through podcasts and advisory services, the campaign offers educational content to demystify art collecting and make it accessible.
5. Strategic Investment: It addresses how to approach art collecting as a strategic investment, considering both aesthetic and financial values.
6. Philanthropy and Public Access: The campaign touches on the philanthropic aspect of art collecting, encouraging donations to public institutions to enhance public access to art.
7. Global Art Events: It underscores the significance of participating in global art events, such as Art Basel, to stay informed and connected within the art community.
8. Community Engagement: The initiative fosters a community of like-minded individuals who share a passion for art, facilitating networking and shared learning experiences.