The Background

The Lagos Biennial of Contemporary Art is a prestigious event that brings together artists and creatives from all over the world. However, promoting such an event in a city like Lagos, with its unique challenges of traffic congestion, poor infrastructure, and low internet penetration, can be a daunting task. Akete Art Foundation, the not-for-profit contemporary art platform behind the biennial, partnered with VisualHQ, an event activation company, to develop a creative strategy for the event’s promotion, production, marketing, and communication.

The Journey
The journey began with a thorough understanding of the biennial’s theme and objectives. The team developed a comprehensive communication plan that included flyers, videos, banners, and other materials that would be used to promote the event. The plan also involved identifying key influencers, media outlets, and community organizations that could help amplify the message. The team leveraged social media platforms, including Facebook, Instagram, and Twitter, to reach a wider audience and engage with potential attendees. A strong emphasis was placed on creating engaging content that would not only inform but also entertain and inspire people. The team also worked closely with the biennial organizers to ensure that all the communication materials were aligned with the event’s overall branding and messaging.

Outcome

The partnership between Akete Art Foundation and VisualHQ proved to be a resounding success, with the Lagos Biennial of Contemporary Art attracting record attendance and media coverage. The communication materials developed by the team helped to create buzz around the event and generate interest among people who may not have been familiar with contemporary art. The team’s creative strategy also helped to position the event as a must-attend experience and created a sense of urgency around it. The success of the event also had a positive impact on the Akete Art Foundation’s brand, helping to position it as a leader in the contemporary art space in Nigeria and beyond.

“The partnership with VisualHQ was instrumental in the success of the Lagos Biennial of Contemporary Art. The team’s creativity, professionalism, and attention to detail were second to none, and we were thrilled with the results. We look forward to working with them again in the future.”

The Lagos Biennial of Contemporary Art attracted over 20,000 attendees and received media coverage from over 30 local and international media outlets. The Akete Art Foundation’s social media following grew by 25% during the promotion period, and the foundation received inquiries from several potential sponsors and partners. The event’s success also helped to position the Akete Art Foundation as a leader in the contemporary art space in Nigeria, with increased recognition and credibility among industry stakeholders and the wider public.

Team

Folakunle Oshun
Director

Gina Amama
Secretary

Elsa Westreicher
Art Director

Opeyemi Balogun
Press Secretary

Jolomi Awala
Technical Director

Tobe Ifeanyi
Fundraiser

Erika Holum
Project Manager

Fearanmi Ogundipe
Project Manager
(Curatorial Intensive)

David Ibazebor
Technical Assistant

Akor Opaluwah
Artist Talks Programme Coordinator