Flame Enables Singapore-based Art Portal to Launch its Hybrid Art Exhibition Featuring 30 Artist
MayinArt is a newly curated online platform for art, showcasing a wide selection of established and emerging artists from multiple countries. They are particularly devoted to uncovering genuine and creative artists from interior and remote areas.
In 2020, Flame Communications was appointed by MayinArt to promote its brand in Singapore and then in Indonesia as part of its expansion plans. Our team sought to raise the platform’s awareness and its representation of Indonesian artworks through a PR campaign and an event featuring over 30 local artists. The project was supported by the Market Readiness Assistance Grant (MRA), which allows qualifying companies in offsetting up to 70% of their overseas marketing and PR activities.
Many challenges arose, unforeseen, as the physical art exhibition was suddenly postponed due to the Covid-pandemic. Due to travel restrictions, the entire planning process had to be conducted online. The team hastened to mount a parallel exhibition using virtual 3D technology to broadcast the exhibition to those who were unable to travel to Indonesia for the art show. A separate press event was conducted via Zoom for those who were unable to attend the event.
Named Ataraxia, the show was a great success and had a few major breakthroughs, and provided support for struggling Indonesian artists during the Covid period. Members of the media were able to attend the show via Zoom live streaming and a small group came down to attend in person. The arts portal was promoted widely across several media channels in Indonesia including local TV stations and dailies Jakarta Post, bisnis.com, and online arts media channels such as ArtsRepublic.
The campaign was a success, and MayinArt achieved its objective of increasing visibility and awareness of its brand and platform in the Indonesian market. The project received praise from the Indonesian media, and was featured in more than 15 major media outlets, with a total media reach of over 1 million people.