At BLOUIN ARTINFO, I developed a partnership with Hendrick's Gin, creating an interactive event: The Chelsea Art Trek. The Chelsea Art Trek was an interactive gallery tour of New York City’s Chelsea art district. The multi-platform partnership included print, digital and social media, concluding with an exclusive art after party at Hôtel Americano in New York City with speciality Hendrick's Gin cocktails.
A digital invitation was sent to a database of over 30,000 subscribers, resulting in over 600 RSVPs for the Chelsea Art Trek.
An editorial preview article was published prior to the interactive gallery walk with an embedded link to the invitation and digital version of the co-branded newspaper.
Video coverage of the interactive event was published on BLOUINARTINFO.COM.
5,000 custom co-branded printed Chelsea Art Trek newspapers were distributed at participating Chelsea galleries and throughout the Chelsea neighborhood. The newspaper acted as a guide on the tour and participants were invited to visit galleries to obtain clues to receive the password for entrance into the after party at the Hôtel Americano.
The social media campaign included live coverage during the event. A custom hashtag #ChelseaArtTrek was promoted to our 450,000+ followers before and during the interactive event.
Over 400 people attended the Chelsea Art Trek and after party at the Hôtel Americano where custom Hendrick's Gin cocktails were served.