Grosvenor - Establishing Mayfair as a Cultural Hub Through Coverage of its Arts Festival

The Mount Street Neighbourhood Arts Festival:

Putting Mayfair on the map as a destination for culture through curated content and tactical formats.

The Challenge 

The main challenge facing us when it came to amplifying Mount Street Neighbourhood Arts Festival on social, was needing to both build awareness of the newly launched event and also drive footfall amidst a highly competitive landscape (with Frieze London taking place at the exact same time).

While Frieze's international appeal created a natural opportunity to attract a high-net-worth audience with artistic interests to the Mayfair neighbourhood, we needed to give these potential visitors a clear reason to want to detour towards Mount Street – showcasing its unique point of difference from a cultural standpoint, without making any reference to the larger art fair in any of our comms.

The Insight 

Our research around our target audience (high-net-worth individuals with an interest in luxury, hospitality and art spaces) revealed that content which reflects exclusivity, craftsmanship and cultural depth tends to resonate most strongly. Their social media habits were also shown to be driven by aesthetics and a desire for curated, high-quality experiences, with the social profiles they followed representing a range of cultural sources – from refined editorial publishers like Vogue to eccentric creative spaces like Art Basel. This was all taken into account when forming our content plan.

In terms of rollout strategy, our content plan also needed to have a phased approach in order to engage audiences and drive that all-important buzz/footfall. This is where we brought in learnings from past event coverage campaigns, to make sure our content plan would work as hard as it could, at every possible stage of the event.

The Solution 

Our campaign plan consisted of a three-phased approach, each with different objectives and formats to ensure we drove maximum impact:

TEASE CONTENT

In order to drive awareness and build anticipation for the event, we shared video content spotlighting the Mount Street neighbourhood (including a ‘Meet the Neighbours’ series introducing its most iconic long-standing residents), illustrated assets launching the festival’s exclusive event passport and map, and interviews teasing some of the pop-ups/talks from the festival line-up.

DURING EVENT CONTENT

To keep momentum going and encourage footfall once the event was live, our content needed to focus on showcasing real-time moments and exclusive interactions. We shot video content on-the-ground each day of the festival, focusing on daily highlights such as live art demonstrations and BTS looks at pop-ups or exhibitions. We also created content amplifying the festival’s daily breakfast talks, hosted in partnership with creative studio ‘A Vibe Called Tech’.

POST-EVENT CONTENT

Our post-event content needed to not only drive excitement for the next instalment of the festival, but to also reinforce the event’s long-term cultural significance – establishing Mayfair as the destination for high-net-worth art enthusiasts. We created a sizzle Reel framed within a ‘POV’ lens to tap into that exclusive event feel, continued rolling out our ‘Meet the Neighbours’ series to sustain conversation around Mount Street’s cultural spaces, and rounded things off by teasing future occasions where the event passports could come into play once again.    

The Impact

- 593.1K campaign impressions 

- 11.8K engagements, for an engagement rate of 2%

- 516.6K video plays of content from the event