Launching the first online edition of the world renowned art fair TEFAF NY at a time of digital-fatigue.
UPR set up an intense PR campaign targeting not only art media but also news and lifestyle media, emphasizing the newness and scale of the event as well as the accessibility to everyone. We set up interviews with long lead art media and press previews for news media the day prior to opening. For the first time ever the fair worked with influencers, who featured their fair-visit in their stories, sparking curiosity of a wider audience. The campaign reached over 6,5 million people and delivered TEFAF over €441.000 in media value.