FleishmanHillard were once again delighted to be involved with this year’s INCOGNITO Art Sale in aid the Jack & Jill’s Children’s Foundation, supported by William Fry.
Despite having to completely change the campaign due to COVID-19, 2020 proved to be the best year yet, with the campaign managed by Lydia McDermott and Megan Grennan on our brand marketing team.
This year marked the fourth year of the initiative where artists from 10 countries, and 29 counties in Ireland contributed 1,814 pieces of work. Bruce and Patti Springsteen, Bono, Helen Steele, Paul Costello and Maser were all amongst those who generously contributed to the sale. Each piece of art cost just €50 with the special twist of no one knowing the identity of the artist until after their purchase.
Usually the sale is done at a physical art gallery where queues build up, as people vie to get their hands of a valuable piece of art, however the arrival of COVID-19 to Ireland shifted everything online. Due to the pandemic, the Jack and Jill Children’s Foundation also had the majority of their other fundraisers cancelled and all their shops were forced to close, leaving them with a significant funding shortfall. INCOGNITO had now become more important than ever.
A nationwide media relations campaign reached every regional and national outlet across the country driving excitement for the upcoming sale. Tailored regional releases highlighting their local artists taking part and the work carried out by the foundation in their areas drove fantastic coverage across print and broadcast. While a targeted approached to secure national broadcast coverage paved the way for INCOGNITO 2020 to be the best yet!
The sale went live on Friday 24th March and all artwork sold out in a record time of 15 minutes. There were over 15,000 visitors to the site who all tried to get their hands on the 1,814 pieces of art. It was an incredible success that raised over €90,000 of vital funds for foundation.
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January 18, 2021