Bonhams is a privately owned international auction house. Founded in 1793, it is one of the world's largest and most renowned auctioneers of fine art and antiques, motor cars and jewelry.
New division heads at Bonhams Modern Decorative Art + Design were hired to reestablish Bonhams as a leader in this specific area of collecting. After realizing that standard ads and calendar listings were not driving the quantity and quality of interest attendees, they turned to Red Fan Communications for strategic guidance in attracting high profile buyers and sellers to their New York and Los Angeles auctions.
Red Fan established a three pronged approach to each of the auctions including customized sneak peek events for top tier interior designers and collectors, media interviewing and viewing of the rare auction items in the collection with key areas of interest, and a press release strategy to build the brand, SEO, and leadership visibility in connection with Modern Decorate Art + Design. The result included establishing new relationships for Bonhams with top-tier interior designers and influencers in select markets, as well as prestigious art trade publications with awareness of upcoming sales in Los Angeles and New York, establishing a following with top buyers and sellers. With a limited budget we focused on editorial photography to garner a steady cadence of top-of-the-list calendar listings and repeat listings leading up to the event. Plus that our efforts helped attract well-known collectors domestically and internationally who were previously not engaging with Bonhams.
Red Fan’s efforts garnered prominent press coverage leading up to the company’s events both domestically and internationally, including in person interviews and feature placements in Architectural Digest. By working closely with the Bonhams team, Red Fan was able to secure 6 million aggregate readers from press coverage for 2017 and 2018 for Los Angeles and New York Auctions.
"When we came to Red Fan, we were third in the marketplace, our division didn’t have any brand awareness among top buyers and sellers and we were gearing up to change that. We needed an agency that would be creative and flexible in coming up with an approach that secured turn-on-a-dime press coverage, calendaring, featured interviews and attracted celebrity designers for pre-auction sneak peeks. Red Fan helped us bolster our brand worldwide against competitors and, in turn, drew larger crowds to our auctions in LA and NYC. Because of Red Fan’s help, Bonhams Modern Decorative Art + Design’s auctions hold high prestige and reach targeted buyers which most recently contributed to a 25 percent increase in sales.”
— Benjamin Walker, head of Bonhams’ Modern Decorative Art + Design department