MS&L Asia SABRE Award - India Art Summit

Hanmer MS&L received SABRE 2009 Gold (#1) Award in the Travel and Leisure category for creating the India Art Summit TM and promoting India’s Artistic Creativity nationwide and around the Globe

[object Object],[object Object],[object Object],[object Object],[object Object],Categories: A3 (India), B12 (Corp Image), C24 (Public Sector) plus B10 (Consumer - new), C18 (consumer), C23 (travel) Program: Creating the India Art Summit and promoting India’s Artistic Creativity Nationwide and around the Globe Organization: India Ministry of Culture and India Ministry of Culture Agency: Hanmer MS&L Program Story The Strategic Approach Initial Research - The Hanmer MS&L team identified in 2007 that Indian art was a growing trend and that there was a gap in understanding, appreciation and respect for contemporary Indian art. The time was right for India to offer a suitable platform for art in the form of an art fair, only a vision, leadership and investment was needed. Research included analysis of media, comparative review of art communities in peer countries, discussions with influential galleries and art collectors and initial discussions with the Ministry of Culture. The insights gleamed from this investigation ultimately helped the team formulate an ambitious approach to branding and promoting the rising Indian art movement which would bring a diverse Indian nation and set of artists together under one umbrella. Approach - After presenting the findings and high-level plan to the Ministry of Culture and Ministry of Tourism, Hanmer MS&L now needed to build a supporting foundation among art community influencers and galleries. By personally contacting top galleries and art collectors nationwide, one-by-one the Hanmer team developed enthusiasm and partnerships that would ultimately lead to the Summit’s inaugural success. As India’s first industry platform for contemporary art; getting together 35 top galleries from India and overseas, showcasing over 400 artworks created by over 200 Indian artists, and making arrangements for logistics and equipment was no easy task. Besides that one had to take care managing the comfortable stay of overseas delegates. It was imminent that IAS would be huge with delegates from various countries coming for the event. Besides we would be having international auction house Sotheby’s and Ministry of Tourism and Culture gracing the event. Accordingly the security and management of the concerned delegates and also the key assets such as paintings, sculptures, and important art works was a matter of top priority. Help was sought from police and private security to take care of the priceless treasures in store. Event mapping was done months in advance and every minute detail pertaining to the event was noted. Subsequent to extensive research and discussions with esteemed members of the art fraternity, all agreed to collaborate and invest in progressive planning, infrastructure and documentation to support the development of creative arts. Finally, after months of meticulous planning that took countless liaison efforts with government departments and other higher authorities, the process was set in place. It was all through sheer grit and determination, the ‘India Art Summit’ finally took shape. CONFIDENTIAL – Not authorized for public distribution Objectives are listed on next page ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],“ The Indian market is very important in the global art scene and the inaugural India Art Summit is a major step. I can see this to be major fair in Asia competing alongside London, Miami and Basel. The sales results of the fair seemed very impressive by comparison to other fairs in their first year.” - Philip Hoffman, Chief Executive, The Fine Art Fund Program and Execution Objectives and Results Objective: Become the most important platform for Indian Art, providing access to the most comprehensive collection of Contemporary and Modern Indian Art. Result: Hanmer MS&L/IAS secured participation from 34 top galleries displaying over 550 artworks. The range of artwork showcased included paintings, drawings, sculptures, video art, mixed media and installations, acknowledged by media and industry influencers as the largest ever assembled. Objective: Launch India’s entry into the world art fair circuit and establish India Art Summit as India’s premier Art gathering, both in India and across the world. Result: In addition to partnering with the Indian Ministries of Tourism and Culture to develop the India Art Summit, securing their endorsement, world leaders in Art including Sotheby’s, Christie’s, more than 15 foreign art organizations and 200 foreign delegates solidified the summit’s immediate respect and reputation. More than 250 global media placements worth US$1.4M told the launch and success story of the summit. Objective: Provide a platform were the Indian and international art community can share knowledge and discuss the growth and development of Indian Art. Result: An Art Forum was organized during IAS for knowledge sharing through speaker sessions panel discussions and debates, drawing thousands. ,[object Object],[object Object],[object Object],[object Object],CONFIDENTIAL – Not authorized for public distribution Promotion began early and www.indiaartsummit.com was launched. Using traditional and digital media, collateral materials were developed for nationwide galleries to carry and distribute. Besides, several lifestyle media were enlisted to tell stories about the growing Indian art trend. Skeptical media and industry professionals were quickly outdone by the overwhelming coalition of support from top galleries and influencers enlisted early. This in fact, was the turning point for the success of the Summit.

MS&L Asia SABRE Award - India Art Summit

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MS&L Asia SABRE Award - India Art Summit