KAFFEINE / Arts & Culture, Digital & Social Media, Events, Placemaking, Public Relations, Visual Arts


24 September 2018

As its 20th anniversary year approaches, Affordable Art Fair has appointed Kallaway to handle the PR for its UK fairs and ecommerce channel, following a competitive four-way pitch.

Kallaway’s brief is to increase attendance and sales to the spring and autumn fairs in Battersea as well as Hampstead and Bristol. The remit includes supporting an increase in ecommerce sales through affordableartfair.com – a growing channel for the international art brand – which will take place throughout the year linked to the seasonal sales calendar.

To mark the 20th anniversary, which takes place in 2019, Kallaway proposed a creative campaign to raise the fair’s profile and further develop the brand amid increasing competition in the accessible art collecting market.

Will Kallaway, Managing Director, Kallaway said: “The Affordable Art Fair disrupted the art market when it arrived nearly 20 years ago and we’re delighted to be working with the brand to help it continue to democratise art and grow its business as it reaches a significant milestone.”

Jennifer Conner, UK Regional Managing Director, Affordable Art Fair, said: “We are very pleased to be working with Kallaway. The agency addressed our challenges in a highly creative, strategic and measurable way; which was a clear demonstration of the consultancy’s expertise. We look forward to some exciting results.”

Kallaway specialises in the three linked areas of retail, culture and leisure.  Its clients include Battersea Power Station, The Royal Academy of Dance, M&G Investments, The Women’s Prize for Fiction, Japan House London and KidZania.  

The Affordable Art Fair win follows a series of high profile activity for Kallaway including the recent the Grand Opening of Japan House London with Prince William, The Duke of Cambridge and the opening of the new museum of Isambard Kingdom Brunel in Bristol, which has been shortlisted for two CIPR PRide awards.  Kallaway’s campaign for the Bailey’s Women’s Prize Fiction won best Arts & Cultural Sponsorship category at the UK Sponsorship Awards.