Attracting collectors + buyers for interior design and unique collectibles

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.