OBJECTIVE:
Celebrating 100 years of Bollywood, Curzon PR was hired to promote Conferro Auctions’ inaugural auction of Vintage Bollywood Memorabilia at the 5* Westbury Gallery in the Westbury Hotel, Mayfair. The auction featured vintage collectables such as Bollywood LPs, film banners and posters from some of the milestones of Indian film history. Curzon’s objective was to establish Conferro Auctions as a leading auction house specialising exclusively in Indian art and collectables in London.
CAMPAIGN:
A comprehensive digital and media relations campaign, alongside extensive event management, helped establish Conferro’s inaugural auction as the first major sale of vintage Bollywood memorabilia in the UK. Targeting national and international press in the UK, Russia and India, Curzon raised the profile and exposure of the Conferro Auctions brand. Through event management Curzon arranged a preview of the auction lots, as well as the inaugural auction, including sourcing an auctioneer, display cases and other event logistics.
RESULTS:
Media coverage was achieved in more than 60 national and international publications including the Financial Times, Evening Standard, Daily Mail, The Guardian, ExpansiĂłn, The Times of India, Vogue India and The Indian Express, as well as radio stations including Monocle and BBC Radio London. Conferro Auctions was successfully established as the first major auctioneers of vintage Bollywood memorabilia in the UK and a leading auction house in the Indian arts and collectables market in London. Over 85 per cent of auction lots were sold.
