Case Study
Serendipity Arts Festival 2018

In 2018, Flint was engaged by the Serendipity Arts Foundation to promote the third edition of Serendipity Arts Festival 2018. India’s first multidisciplinary arts event, the Festival took place from the 15-22 December, with over 90 dynamic projects highlighting India’s rich traditions of music, dance and theatre, alongside culinary arts, craft, and visual arts exhibitions.

The strategy developed by Flint aimed to develop consistent and compelling media messaging around the Festival, positioning it as a significant arts event in India’s cultural calendar with artistic rigour and credibility, whilst also raising the festival’s media profile and consumer awareness working with organisers, partners, stakeholders and artists to coordinate and manage promotional assets for maximum impact. Flint directed a structured multi-channel media relations campaign over a 6 month campaign term, positioning SAF as the pre-eminent multidisciplinary arts platform in South Asia through high-value, brand-positive press coverage delivered across a broad media spectrum.

As part of the remit, Flint also successfully secured 14 national press trips, delivering more in-depth coverage across a broad media spectrum. A total of 615 pieces was secured across pan India newspapers, magazines and online platforms.

Flint also worked on Strategic advisory on a SAF’s social media running alongside the media outreach throughout the campaign, significantly increasing SAF’s digital visibility, influence and following. Flint was involved in developing the content strategy and advertising plan that was then jointly executed by the Serendipity and Flint team- including the on ground digital strategy and content curation.

Image Credit: Courtesy of Serendipity Arts Festival.

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