ESTABLISHING A NEW CREATIVE MARKET PLACE.
Q was appointed to help launch The UpMarket – Melbourne’s new regular design market hosted by the Australian Centre for Contemporary Art.
Staged in Melbourne’s artistic corridor and with participants in fashion, furniture, lighting, ceramics and jewellery selected by a Design Panel of esteemed visual arts luminaries, this new market aimed to appeal to the city’s aesthetes – and needed an approach to match.
Q partnered with The UpMarket’s Event Founder, ACCA and Arts Victoria to devise and implement the launch campaign where PR and communications was the sole driver of awareness and profile. We handled website creation, development and SEO; social media curation and seeding; copywriting, media information materials and image library and a publicity campaign with cultural, design & lifestyle media. A launch event with government, tourism and cultural stakeholders plus opinion shapers and taste makers of Melbourne followed to kickstart the regular monthly market.