Abu Dhabi Art x Christie's
An in person series of Christie’s art talks at Abu Dhabi Art in order to further the exposure of Christie’s within the Middle East and Asia. The project involved building key strategic partnerships, localization of our marketing and communications plans, and aligning the events with the opening of the Louvre Abu Dhabi in order to maximize reach.
- Branding
- Events
- Media
- Strategic Partnerships
Media, partnerships, and events in order to demonstrate investment in the market.
During the planning for this event, it was important to Christie’s to demonstrate their interest in the growth of the local art market in the Middle East. As such, I championed the development of partnerships with organizations that were making a profound impact and had interests that aligned with Christie’s. One of the key elements of our marketing strategy involved leveraging the launch of Arabic language courses through Christie’s Education Online. Our localization strategy involved the creation of new marketing assets, inviting key members of the local art community, and local media coverage.
- OrganizationChristie's
- IndustryArt
- RoleProgram Lead
Dual-language invites, targeted messaging, and branded signage were the key brand elements for this event.
The event invites were distributed to an extended guest list, including not only Christie’s Dubai clients and prospects, but also those of our new local strategic partners.
In order to maximize the exposure of Christie’s at Abu Dhabi Art, we had a custom video created with targeted messaging to highlight the importance of the Middle East art market. This was played at various points throughout the day, as well as at the start of our events.
