The Australian Marketing Awards were held on October 22, awarding a number of crowns to the industry.
As one of seven WA finalists, The Hub Marketing Communications (The Hub) won the Marketing Excellence award in the Corporate Social Responsibility category for their work with the 2015 Revealed: emerging Aboriginal artists event.
“Revealed is a great example of achieving significant results and making a difference, without a huge budget,” The Hub MD Nicolle Jenkins said.
In WA, there are more than 4000 Aboriginal artists and 29 Art Centres. This is around 30 per cent of all Aboriginal artists in Australia. WA is also the second largest producer of Aboriginal art in Australia.
The Department of Culture and the Arts recognised a new approach was needed to open new markets and reduce isolation. Revealed was created! Revealed is an exhibition, marketplace, symposium, and professional development program for WA’s emerging Aboriginal artists.
Revealed coordinator Tim Acker said supporting Art Centres is a great way to contribute to the livelihoods and wellbeing of remote places.
“Art is such a big contributor to the social wellbeing, cultural health and liveliness of the community. It’s a place to paint and talk. The paintings are a result of that. That is why Revealed is so important,” he said.
The marketing focused on the revenue generating elements, being the exhibition and marketplace. On a tight budget, smart, results oriented marketing tactics were required to boost audiences and drive sales.
Artists and their stories led the campaign. As a result, attendance grew by 27%, media coverage by 89% and sales by 8% (from the 2013 event). For every $1 spent on marketing; $4.20 of sales were generated for artists.
Acker said the attitude of The Hub was both inventive and comprehensive, which was translated to the work they produced and the results achieved.
“Communicating the energy, spirit and diversity of Revealed was central to attracting those audiences and The Hub were instrumental in getting Revealed’s message out there successfully. The team at The Hub ‘got’ the project, and exceeded the brief they were given, because they too believed in the event,” he said.