Client Case Studies

Gen Art Vanguard (Art Basel Miami Beach, 2008)


Client: Gen Art - New York, NY

Challenge: Launching inaugural art fair in the midst of a difficult art market - Gen Art Vanguard New Contemporary Art Fair

Services: Market consulting, strategic and tactical implementation; creative consultation and planning; art market research and analysis; artist relations; sponsor partnership outreach and liaison; media partnership outreach and liaison; branding and identity; curatorial consulting and liaison; event planning and marketing; e-mail marketing; publicity and media relations

Implementation: Gen Art selected CSM because we work to thoroughly understand our clients’ company objectives and project goals, delivering cost-efficient and high-impact results. Through comprehensive research of today’s art market climate, CSM was able to provide Gen Art with the potential challenges and growth opportunities to launch a new fair in the Miami Wynwood Art District during pressing economic times.

Creative strategic and tactical marketing practices were essential to the successful implementation and execution of the Vanguard Fair. CSM set about maximizing media partnerships, identifying cutting-edge contemporary artists, such as Graffiti Research Lab, as well as key individual supporters, experts, and partners to enhance the on-site programming and events. CSM worked to develop Gen Art Vanguard Fair market positioning, messaging, and mission statement. CSM directed media relations for Gen Art Vanguard, spearheading international press coverage, both art and mainstream, putting Gen Art Vanguard on the cultural map.  CSM acted as primary press office for Vanguard Fair, communicating with other fair press offices on strategy, both regional and as related to sponsor activities. CSM provided strategic consulting and content for the official Vanguard Fair micro-site, placing the Vangard Fair as one of the prominent parallel fair participants during Art Basel Miami Beach week.  

Prior to the fair, CSM coordinated with Chelsea Art Museum and Artlog.com for an exclusive preview of and distribution of VIP tickets for the Gen Art Vanguard Fair. Over 400 young collectors gathered at the event, which successfully promoted the client’s brand visibility and membership

Result: Successful implementation of all positioning material into Vanguard communications platforms and marketing materials including event overview and exhibitor application, sponsorship kit, press releases and announcements, web identity and content, on-site materials, and event wrap report. Press preview coverage included editorial highlights in Art + Auction, The Art Newspaper, Artillery, CITY Magazine, Swindle, among others. Secured participation of eight contemporary art galleries and renowned artists; over seven thousand attendees are expected to attend the Gen Art Vanguard Official Party; thousands of collectors are expected to visit the fair.


Previous Next