NEW YORK: Art Expo New York has a new owner and a new AOR, but the event is getting back to its roots.
Corbin & Associates will promote the event's history as a launching ground for such artists as Andy Warhol, Robert Indiana, and LeRoy Neiman.
It's a history that new owner Pfingsten Publishing, which purchased the event last year from Advanstar, just happened to stumble upon, said Rob Spademan, VP of marketing.
And it will use that history to showcase the "Hall of Fame" of past Art Expo exhibitors, he added.
"They're trying to bring back elements that, from a PR standpoint, haven't been leveraged for a while," said Sean-Patrick Hillman, VP, account director, at Corbin. "We're trying to make a greater consumer push than in years past."
Corbin added that the agency plans to tease the story by pitching local angles.
"We've been tasked to raise the awareness of the event with the consumer press as opposed to the trade press."
Spademan noted that the total marketing budget is $500,000, including advertising and PR, but declined to separate the different components.
The Art Expo, now in its 27th year, is the largest art fair in the world, and the goal is to attract both new and seasoned art collectors, Hillman added.
"Art Expo is an educational opportunity, a buying opportunity, and an entertainment opportunity," he said.
Spademan noted that Pfingsten also hopes to work with vertical markets, such as furniture makers, where there might be cross-interests among clientele.
Corbin won the account after a competitive pitch.
The event will be held from March 3 to 6 at the Javits Convention Center. About 25,000 are expected to attend.