Each March, Art Month Sydney celebrates the significance and vibrancy of Sydney’s art scene. As a platform for emerging and established artists, the festival attracts art enthusiasts from across the city – encouraging them to experience the work of local creators in new and enjoyable ways. As the only festival of its kind in NSW, Art Month Sydney engages numerous suburbs, galleries and demographics to create a swell of visitation and engagement by attendees. Throughout the month, each exhibit and event ignite discussion and create pathways to inspire Sydney’s next generation of contemporary art lovers and collectors.

Following two years of lockdowns and muted events, Art Month Sydney 2022 wasn’t just another festival – it was an opportunity for the community to emerge from hibernation and experience Sydney’s thriving art and culture scene once again. Celebrating with 52 participating galleries across the city, numerous Art at Night events and 100 hosted exhibitions – Art Month saw artists, gallerists and community members come together to support the established and emerging creatives that make Australia’s art scene so vibrant.

• COPYWRITING

• PRESS RELEASE COPY

• MARKETING COMMUNICATIONS

• PARTNERSHIP PROPOSAL COPY

Creating copy for all touchpoints of the festival, including the website, festival program, social media, EDMs, press releases and partnership proposal documents – TONE was tasked with communicating the benefits of the festival to a range of audiences and stakeholders. As an inclusive, engaging and creative festival aimed at those who enjoy art as well as the art of collecting, the copy needed to position the festival as welcoming to all.

In response to the ever-evolving way people receive and interact with content, this year, the festival moved all program content into a digital mapping platform created by Alpaca Travel. Previously, participating galleries submitted and managed their listings, which had caused challenges around tone of voice and consistency. This new initiative ensured the festival could easily update and adapt any changes to partner exhibitions, talks, workshops or events, should they be impacted by last-minute COVD-19 related matters or public health restrictions.

TONE strategically approached the extensive task of adapting all submitted content to ensure a consistent tone of voice, consistent key details for each listing, while highlighting the unique aspects of each gallery and event to hook the reader and capture their attention. This was done within very tight world limit restrictions as per the platform requirements. This core content was then weaved into all other marketing touchpoints.

The new copy and updated approach to tone of voice across program and mapping interaction, social media engagement, EDM engagement, general marketing and procurement of new sponsors and funding bodies, saw a double-digit percentage increase in engagement and participation on previous years.