Hayworth was engaged in 2022 by the VOLTA Art Fair in New York City to oversee its public relations strategy. VOLTA is a contemporary art fair dedicated to creating an environment for art collectors to discover the art of now, connect with galleries and grow their collection. The fair presents forward-thinking curations that hold a unique and international artistic dialogue.
Hayworth’s objective is to spearhead an ongoing PR campaign that drives awareness and attendance, ultimately encouraging sales, from an engaged audience of existing art collectors and inspiring the next generation of collectors to acquire works through VOLTA as a key resource for discovery, connection, and collecting.
VOLTA takes place during New York’s vibrant and bustling May art fair calendar. The campaign seeks to distinguish VOLTA as another must-see on the art fair itinerary during the month of May.
In building buzz around the fair, Hayworth seeks to place thoughtful, quality media coverage for the art fair and secure high-profile placements in leading publications, art blogs, and online outlets. Hayworth’s scope of work includes the development of a series of key communications milestones.
We also negotiate key partnership agreements with leading art publications, tastemakers, and networking groups (i.e. Soho House and The PR Net) to create a series of pre-event articles showcasing the fair's highlights and unique offerings. We offer partners exclusive access to the fair's galleries, curators, and artists, often in the form of curated tours led by Hayworth founder Ellie Hayworth.
Through the fair’s VOLTA Late event, Hayworth supports VOLTA’s ambassador program consisting of young collectors involved in the local New York art world. Ambassadors are granted access for themselves and their network in return for visibility, buzz, and awareness building. The intention is to cultivate these dynamic young collectors as the fair’s future VIP members.
Hayworth monitors media coverage of the event and tracks placements in leading publications and online outlets, sharing coverage highlights with fair exhibitors throughout the week. We also track social media mentions and influencer engagement to gauge the campaign's impact on media coverage.
By leveraging a mix of traditional and digital media tactics, we showcase the fair's unique selling points and generate buzz among art enthusiasts, collectors, and first-time buyers. Our goal is to make this event a cultural and social gathering, attracting a diverse audience of art lovers and engaged collectors already looking to New York as a premiere source for their art collecting needs.