Nanjing International Arts Festival - global development and positioning

Taking an annual arts festival from China to the world

Two hours from Shanghai, the privately-owned Nanjing International Art Festival (NJIAF) attracts over 200,000 visitors each year. For the third edition, which opened in November 2016 with over 300 artists participating, Brunswick worked with the festival and its parent company to bring the festival to the world.

We consulted on the festival’s global position, professionalising and internationalising their operations and public-facing functions, and created an international communications campaign.

This included a series of events to launch the festival and its spokespeople in Hong Kong and Europe, website and social media development, and a programme of stakeholder engagement to target important audiences such as the global private museum landscape.